Post on 03-Jul-2015
transcript
VICTORIA’S SECRET�Digital Marketing Strategy
Target Where?
Concentrate on MLB Coastlines + MI
HOW DO YOU V.S.? (¡VIVA! SUMMER)
The Campaign…
¡Viva! Summer Campaign
• Promote Active & Healthy Lifestyle through the
PINK loves MLB & VS Swimwear lines
GOALS
CHALLENGES _
CAMPAIGN INNOVATION & RETENTION
CONSUMER HYPE
CREATE HIGH VOLUME INTERACTION W/CONSUMER
INCREASE PERSONAL RELATIONSHIP W/CONSUMER
PARTICIPATION
CREATE A CONTINUITY PLAN FOR LASTING CAMPAIGN
MEDIA MIX
Integrated Digital Media
• VIDEO CONTESTS YOUTUBE • PHOTO CONTEST VS MOBILE APP
• #VSVivaSummer TWITTER • HEALTH & FITNESS BLOG/VLOG PINTEREST/YOUTUBE
• INFORMATION HUB TUMBLR
BUDGET?
$15 Million
BUDGET ALLOCATION
Facebook 10%
YouTube 30%
Twi2er 10%
Tumblr 20%
Pinterest 10%
Mobile 20%
Percent of Budget
YouTube
Twi.er
Tumblr
Mobile
Measurement
FOLLOWERS LIKES INTERACTION BLOG/VLOG COMMENTS PARTICIPATION MENTIONS