Burberry Digital StrategyThe Mobile Application

Hannah BullionNew Media Drivers License

Burberry has a solid digital media strategy but they’re

missing out on one major key component:

The Mobile Application

The Mobile Application• Mobile application to launch

during the Fall/Winter London Fashion Week (September) of 2017

• Target audience: Luxury/Professional digital consumers aged 19-34

• Application to include – Exclusive behind the scenes

content – Shopping guide – Celebrity inspired looks

Budget• App development: ~$750,000-1,000,000 • Content creation: ~$50,000-75,000• Advertisements: ~$75,000-100,000

Social Media• Twitter: Post

download links straight to Twitter and advertise on Twitter’s application

• Instagram: Sponsored posts on Instagram

• Facebook: More sponsored posts

• Youtube: Overview of the application on YouTube

Online Advertising:• Have major online publications advertise with paid posts • For example: Vogue talking about exclusive content

*only* on the application• Photos of people using the application• SEO: when searching Burberry, fashion applications,

shopping apps, etc - take them to the application page on the App Store as well as the website

Website• Advertise (for free) on own site• Update previous content to be

viewable on the application• Discount codes

Big Idea:• Quote about mobile apps and their addition to digital media

strategy• Mobile applications are timeless• People are already buying online, this application will be one

cohesive place for all things Burberry • 30% of all e-commerce is now mobile and keeps growing(according to internetretailer.com)

The mobile application would

pull the entire digital marketing

together. With social media, the website and SEO.

Outcome Of Application: • Increased sales by 120% • Application downloads only to

increase on app store • Expensive addition to the company,

but worth the outcome