This time last year I was in the thick of researching an article for H&M magazine on the increasingly mainstream appeal of fashion advertising. I spent hours refreshing The Fashion Spot forums hungry for news of the emerging SS12 ad campaigns to ensure my summer 2011 feature was up to date. Alas, PRs were of little help; Burberry couldn’t release SS11 campaign images until the new year and Chanel was tight-lipped on speculation that Blake Lively might be the face of its SS11 bags. I did my best (thank you The Fashion Spot) and made my copy as accurate as it could be for the new year deadline.
Twelve months later and it’s a different story. Today an email came through from Burberry HQ with reams of info on its new SS12 campaign featuring Cara Delevigne and actor Eddie Redmayne, complete with links to images and a request to consider this as a news piece for the blog. It seems that (as my H&M piece examines below) there’s now definite value in seeding ad campaign images to online press as editorial. The Burberry campaign officially launches in January (same as last year) but this time around the brand sees fit to build buzz by previewing it early. As well as seeding to blogs and other online publications, it will be shown across all Burberry platforms ‘including Burberry.com, Facebook, YouTube, Google+, Twitter and Instagram’.
As my feature below points out, this modern-day treatment of advertising has benefits for all involved. The bloggers get high quality content and insider info while the models (especially if they’re newish models or actors like those chosen by Burberry) enjoy a higher profile through the added exposure. But of course, it’s the brands that get the best deal. They get extra eyeballs on their ads by pitching them as editorial – in effect placing ads without the pesky ad rate. Cheeky but clever, no?
MAIN IMAGE: © Copyright Burberry/Testino