Burberry is launching a new Burberry Body fragrance in September, but you can’t pick up a tester at counters yet. The UK-based fashion brand is distributing the first round of samples exclusively to its 7.6 million Facebook fans.
Interested parties are invited to visit the Burberry Body tab on its Facebook Page to request a sample. The company is shipping samples to a broad range of countries.
Christopher Bailey, Burberry’s chief creative officer, announced the program via a YouTube video (above) cross-posted to its Facebook Page. Burberry’s fans are proving supportive of the campaign too.Earlier this year Oscar de la Renta, a New York-based luxury fashion house, launched its flagship fragrance via a campaign on Facebook. After giving away 25,000 samples — a supply it exhausted in just three days — the brand’s Likes grew by 40%, said Erika Bearman, Oscar de la Renta’s director of communications.
In past interviews, beauty marketers have noted that Facebook fans tended to be their most loyal and engaged customers and, as such, make excellent recipients for sampling programs.
Like this, many companies are trying to utilize their own social media by coming up with compelling strategies that they can raise the brand awareness and interact with thier customers at the same time.
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