#BurberryInspire

It all begins with an idea.

The Brief

Ideas Foundation partner with brands, agencies and schools to get creativity on the curriculum and young people, from all walks of life, into creative careers. Ideas Foundation has seen for themselves the difference creative learning can make to students lives through their free, brand and agency-led workshops. With locations in London and Manchester, Ideas Foundation was ready to launch BIG in the city of Leeds. This time, in partnership with Burberry. Burberry was looking to commission a social media expert they could trust to launch the #BurberryInspire campaign across digital. They went with Prisca Moyesa to lead, engage and support the newfound in-school arts and culture programme.

Challenge Accepted!

Ahead of the campaign launch, I devised a strategy that subtly shifted the look of each social feed across Twitter, Facebook and Instagram. I pulled in all the high-quality images from Burberry’s media library and built a database of copy for each target audience inspired by a diverse range of viewpoints. Although to date, #BurberryInspire is ongoing, I had two weeks to prepare for a three-week campaign, and I rose to the challenge. Developing an online community is at the crux of every good social media strategy, I used this ethos to nurture and pull together communities across the United Kingdom, and led engagement in tandem with Burberry’s brand partners: Leeds Playhouse, Leeds Young Film, Northern Ballet and The Hepworth Wakefield.

Results

The announcement generated national and regional coverage in both current affairs and consumer and fashion media. The Burberry Inspire hashtag performed well on social media, generating nearly 700,000 impressions. The video created to support the project accumulated just over 25,000 views in the first 24 hours and our posts generated 100,000 impressions.