Vicseccasestudy

Victoria’s Secret Webcast on broadcast.com Case Study

Victoria’s Secret Marketing Goals
Build brand awareness
Develop the male target audience
Increase store & on-line sales
Improve awareness of Intimate Brands (parent company) within financial community

Victoria’s Secret Marketing Strategy
Webcast a runway fashion show prior to Valentine’s Day
Drive traffic using traditional and on-line media and promotions
Target different ad messages to two separate target audiences

Victoria’s Secret Marketing Strategy
Drive traffic to 2-month old Web site to generate e-commerce
Capture names on the Web site for future direct marketing

Marketing Tactics: Male Consumer Audience
Buy one :30 TV spot in the Super Bowl, to air three days before the Webcast.
Create interest among male target audience who are reluctant to come into a store
Create immediate awareness of the Fashion Show by being in front of the largest television audience available in January
Reach consumers as well as investors

Marketing Tactics: Building the Brand
Buy full page ads in USA Today and New York Times, WSJ & Barrons
Established the URL and webcasting date
Ad copy directed to the male audience
an untapped target audience
more likely to order on-line than walk in store

Marketing Tactics: Drive traffic to the event
Use on-line advertising and marketing to drive traffic to the event:
Buy banners on selected sites
Partner with broadcast.com to run audio ads promoting webcast
Use broadcast.com e-mail newsletter and e-mail to Victoria’s Secret’s site database to remind people about event

Promotion on broadcast.com - Audio Gateway ads and billboards Pop-up link to event page and 30-second audio promo spot by Supermodel Tyra Banks

Online Marketing: Newsletters broadcast.com’s newsletter reached over 400,000 web users Victoria’s Secret sent reminders to thousands who had pre-registered

Target messages and P.R. campaign to investment community to promote Intimate Brands stock
Buy ad in The Wall Street Journal with I.R. message
Stage event on NYSE on day of webcast
Marketing Tactics: Investor Relations

Marketing Tactics: Investor Relations

Marketing Tactics: Investor Relations Supermodel Stephanie Seymour and Grace Nichols, President and CEO of Victoria’s Secret rang the closing bell at the NYSE on the day of the Fashion show.

In-store promotion of event in 820 retail stores:
URL of webcast printed on store receipts
Full-color bag inserts of Tyra Banks and new company website www.victoriassecret.com
Marketing Tactics: In-store Promotions

Webcast Event Features
Streaming video
Unlimited audience cap
RealNetwork's player
Multicast feeds

Victoria’s Secret Webcast Results
Super Bowl spot viewed by XXXX
Unbelievable press coverage by every major broadcast and print outlet in the U.S. and abroad
2 million visits to the Web site on the day of the event
1.4 million viewers to the live event
E-commerce on-site that recouped all marketing dollars spent on the promotion

Name capture on-line for future marketing programs - over 150K names and growing by 5K per day.

Intimate Brands stock increased 10% on the day of the webcast, based on anticipated increase in sales from
on-line
new male target audience

Press Coverage: New York Times Worldwide Internet audience figures like these have only been associated with prime time national television programming. It shows the incredible global drawing power of Victoria's Secret and the limitless potential of the Web,"

Press Coverage: USA Today Online “ More than 1.5 million cyber surfers tuned into the Webcast of the Victoria's Secret fashion show, company officials said Thursday.” USA Today

Enormous increases in traffic to the Web site.
Launched with no fanfare on Dec. 4, the Web site proved to be a big hit during the Christmas season, racking up orders from 37 countries only hours after its debut .
A big boost on Wall Street.
It's no coincidence that supermodel Stephanie Seymour rang the closing bell at the NYSE. Wednesday, the stock of Intimate Brands jumped 10% after the company said its fourth-quarter earnings beat Wall Street estimates.
Luring men into the den.
According to Razek, women make more than 90% of Victoria's Secret purchases in retail stores and through catalogs. But since the Web site launched in December , men have accounted for about 35% of online sales.
Press Coverage: USA Today

Press Coverage: BBC Online “ Victoria’s Secrets shared with 1.5 million…”

"For 1 million people to move to a completely different medium is unprecedented....We're thunderstruck with customer response." Ed Razek, Chief Marketing Officer, Intimate Brands Client Quotes

Client Quotes ``The success of our marketing campaign….exceeded our wildest dreams.'’ “ It’s the best money we ever spent.” Ed Razek Chief Marketing Officer Intimate Brands

Client Quotes “ Our event on February 3rd would not have been possible without the planning and execution of broadcast.com…” The result - a world-record setting Webcast event that went off without a hitch -speaks for itself” “ I know as we work together in the future, we will continue to rely on broadcast.com for the best in streaming video expertise in the business. Kenneth Weil Vice President, New Media Victoria’s Secret

But…the biggest results: Mass Media Interactive Marketing Meets

Media Links to the Pre-show:
General Introduction Grace Nichols - President & CEO
New Cosmetic Line Bud Taylor - Executive VP
Marketing & Goals Cindy Fields - President of Catalogs
Advertising and Marketing Efforts Jill Felton, Director of Corporate Communications & John Ricker, CIO
Television Coverage The View, Inside Edition, Extra, Entertainment Tonight, Access Hollywood and SuperBowl Ad.

Press Coverage online:
USA Today: Victoria's Secret Webcast lures 1.5M
Broadcast.com : Broadcast.com Reaches 2 Million Users In One Day
New York Times : Victoria’s Secrets Webcasts Show
Internet.com News : Victoria’s Secret Won’t Be Safe After Webcast

Vicseccasestudy

by Mark Cuban on Sep 08, 2009

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