International marketing

Original content

Digital strategy

Burberry

Brands

Music

Strategic brand activation, original content production and an international marketing campaign for a Mercury Prize winning artist Benjamin Clementine and a leading British fashion brand Burberry.

Brief

Saari were hired to design, develop and deliver an internationally aware communications and marketing strategy for a Mercury Prize winning artist Benjamin Clementine and his collaboration with Burberry and their New York and Los Angeles fashion shows.

Approach

Strategically amplify Burberry brand activation for BC alongside two catwalk activations, original content production (& launch) and further post campaign activations. Co join the dots with all deliverables including global communications and wider internationally focussed fashion PR.

Outcome

Increased international awareness for the artist and wider distribution of the Burberry brand in the music segment. New (primarily Asian) markets activated for the artist with extremely engaged audiences for both Burberry and the artist. The campaign supported the launch for a new Burberry men's fragrance.

Testimonial

Nikke & Saari Ltd. were hired to deliver the campaign strategy and wider international marketing for Benjamin's collaboration with Burberry. His dedication to work, the understanding of creativity, his passion for success and hard work mentality testify to his character and values. Most importantly he has unparalleled insight into the workings of digital media and the logistics for the delivery of a creative campaign at this level.

— Peter Hall (Artist Manager)