User:Penny Pu/sandbox

David Beckham is a footballer

Biography
He was born in England and played for Manchester United.

Burberry Digital Marketing Strategy
Over the last decade, Burberry was struggling with its performance. In 2006, CEO Adriana Ahrendts decided to reinvent the brand. She announced the Burberry would aim to be the first fully luxury digital company and built a social enterprise.

Marketing Campaign
In 2009, Burberry launched a campaign on social media platforms ( Facebook, Instagram, Twitter)– The Art of Trench. Users were encouraged to upload the photos of themselves in Burberry’s trench coat. Participants were given ‘15 minutes of fame’as models on the website and allow other customers to admire them. This campaign made participants feel a sense of ownership and engagement with the brand. The campaign received significant coverage on online social media platforms. Burberry’s Facebook fans increased more than one million. The site achieved 7.5 million views from over 150 countries in the first year. According to metrics, qualities, quantitative, this campaign was successful. The success of Art of Trench made Burberry focus on the digital strategy. In 2013, Burberry had moved 60% of its marketing budget to digital.

In 2014, Burberry and Google launched a new campaign—Kisses. This campaign allowed users to send their ‘kisses’ to anywhere in the world via phone or laptop camera. By creating a personalized experience for everyone who engaged in this activity. Audiences do not think of it as a traditional advertisement. During the campaign, there were 253,000 search results for “Burberry Kisses” on Google.com. Kisses were sent from 13,000 cities, and a total of 109 million miles were traveled within ten days.

Social Media Marketing
Social media marketing is a crucial marketing element to help marketers achieve market growth. Social media platform is an effective method to increase brand awareness because business will be engaged with a board range of audiences. It will also help marketers to reach audiences outside of the loyal customer circle by achieving more inbound traffic. Social media followers are not loyal customers but an aspirational fan base. Social media acts as an amplifier to deliver the brand message, highlight the exciting senses at the background and the story a brand wants to communicate to audiences.

Over the years their social channels have become the core component of this digital strategy, with Facebook, Twitter, and Instagram forming their main points of focus. Facebook Insights can allow marketers to see the performance of each post. Total likes on your Page, the total number of users they have reached, the total number of users who engaged with Burberry’s Page. Facebook is Burberry’s most popular account, with over 17 million likes and 15.6 million followers. Burberry posts every 2-3 days. The content of Facebook is the highlights of its key features. Burberry posts images and videos to promote new product lines. Each post enjoys thousand likes and views. The specific functions are utilized by Burberry. New lines are launched with Facebook’s album’s worth of image. Live streams are available for London fashion week runway.

Instagram: Burberry has 10.5 million followers with more than 10k likes for each post. The content includes videos, mix images. The post is updated every day. Instagram Story enable Burberry to post some latest and trendy videos, photos with the hashtag.

Twitter: Burberry is active on twitter as well. It has 8.09 million twitter followers.

Youtube: Burberry also has YouTube channel where marketing campaigns, video adverts, behind the scene films, catwalk shows are published on the site. It has 3000,000 subscribers.