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Revamping VS Digital Strategy to Promote Body Positivity
- 1. Revamping Victoria’s Secret’s Digital Marketing Strategy BY BROOKE MARRIOTT
- 2. The Current VS Digital Strategy • The Victoria’s Secret brand strives to be known as a luxurious, sexy, and sleek line of lingerie • Markets their products digitally on Facebook, Instagram, Pinterest, YouTube, Twitter, and Snapchat
- 3. The Website Currently • Site is mostly user-friendly • Contains newest promotions/sales of products
- 4. The Models, AKA The Angels
- 5. The Problems With The Current Strategy • The models lack a variety of body shapes • Portion of target audience is alienated • Site could use some clean-up with organization and display
- 6. The Big Idea: What’s Wrong With Being Confident? • Begin using models that have a variety of body shapes and sizes, market it on social media platforms & website • Use hashtag campaign on social media platforms for customers to display themselves modeling Victoria’s Secret products confidently • Use for both Victoria’s Secret original collection, and for PINK
- 7. The Details of the Campaign • Target audience: women between ages of 24-40 for original VS collection, ages 16-24 for PINK collection • Persona: woman, 18-28 years old, lives in suburban area, earns $20,000- $40,000 per year, has some post-high school education • Campaign would last for two-three months • Budget would be around $7,000 per month (covering costs for creating/boosting ads, hiring and paying new models, pieces for models to wear) • Ads would be pay-per-click • Optimize key phrases like “body positivity”, “VS body movement”, “body image positivity” for search engines
- 8. How to Implement Campaign • Photo and video ads of new models promoted on Facebook, Twitter, Pinterest, and Instagram • Videos could be promoted on YouTube • Hashtag campaign could be promoted on Facebook, Twitter, and Instagram • Users can also send selfies with the hashtag to Victoria’s Secret’s Snapchat account, while wearing the VS products
- 9. Fixing the Website • Remove the additional navigation on the mobile site • Reduce the clutter of the promotions/advertisements of new products & sales • Replace the clutter with organizational slideshow
- 10. The Results • More parts of target audience would be reached • More connection and engagement with customers would be achieved • More sales would be made online and in-store • Website would be cleaner, more navigational, and less overwhelming for users • Body positivity would be spread • Loyalty of customers would increase, along with brand awareness