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The Challenge

Burberry cares about innovation and visual sense. We have to apply these two key points into our plan.

It’s hard to combine music with fragrance in search marketing.

It’s a rough task to hand out the 100,000 BRM samples with search engines.

We got little time to prepare the plan and executive.

The Results

Impression in 30 Days

>520M

Click in 30 Days

>2M

UV in 30 Days

>1.6M

Sharing in 30 Days

>20K

Strategy and Tactics

​1 Accurately Target the Core Brand Audiences Target those who search brand keywords, show them the PC& Mobile brandzone, they can get the sampling directly on brandzone. At the meantime, we have the SNS sharing button, people can sharing the link to their friends which help us to get the secondary transmission.

​2 Target the Fashion Lovers in 2 dimensions Minizone format enables BRM ads to stand out from the competitive ad environment by demonstrating impactful image visual.

On mobile, we choose some fashion related APP to reach the fashion lover audiences, such as YOKA who is the fashion opinion leader.

When Fashion lovers click the ads, they’ll see Burberry’s mobile brandzone, they can get more information about BRM and can apply for the BRM sampling.

​3 Strong Exposure to Music Fanatics Make the Brit music page for BRM, lead huge traffic into the page. Attract music fanatics with the concert music, impress them the BRM, push them to get the sampling on the right side.

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Burberry

BRM(Burberry Brit Rhythm) is a new arrival male fragrance in March 2014. BRM is designed by inspiration of music. In order to entice the popularity of this full of music energy fragrance in the youth group immediately.