How Do You VS - ADV 420 Rizzo

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Kimberlyyy53

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VICTORIA’S SECRET
Digital Marketing Strategy

Target  Where?

Concentrate on MLB Coastlines + MI

The Campaign…

HOW DO YOU V.S.?
(¡VIVA! SUMMER)

¡Viva! Summer Campaign

• Promote Active & Healthy Lifestyle
through the
PINK loves MLB & VS Swimwear lines

GOALS

CREATE HIGH VOLUME INTERACTION W/CONSUMER

INCREASE PERSONAL RELATIONSHIP W/CONSUMER

CREATE A CONTINUITY PLAN FOR LASTING CAMPAIGN

CHALLENGES _

CAMPAIGN INNOVATION & RETENTION
CONSUMER HYPE
PARTICIPATION

Integrated Digital Media

• VIDEO CONTESTS  YOUTUBE
• PHOTO CONTEST  VS MOBILE APP
• #VSVivaSummer  TWITTER
• HEALTH & FITNESS BLOG/VLOG  PINTEREST/YOUTUBE
• INFORMATION HUB  TUMBLR

BUDGET ALLOCATION
Percent
of
Budget

Mobile
Facebook

20%
10%

Pinterest
YouTube
Facebook

10%
30%

YouTube

Twi.er

Tumblr

Tumblr

Twi2er
Pinterest

20%

10%
Mobile

Measurement
  FOLLOWERS
  LIKES

  INTERACTION

  BLOG/VLOG COMMENTS
  PARTICIPATION

  MENTIONS

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How Do You VS - ADV 420 Rizzo

1. VICTORIA’S SECRET Digital Marketing Strategy

2. Target  Where? Concentrate on MLB Coastlines + MI

3. The Campaign… HOW DO YOU V.S.? (¡VIVA! SUMMER)

4. ¡Viva! Summer Campaign • Promote Active & Healthy Lifestyle through the PINK loves MLB & VS Swimwear lines

5. GOALS CREATE HIGH VOLUME INTERACTION W/CONSUMER INCREASE PERSONAL RELATIONSHIP W/CONSUMER CREATE A CONTINUITY PLAN FOR LASTING CAMPAIGN CHALLENGES _ CAMPAIGN INNOVATION & RETENTION CONSUMER HYPE PARTICIPATION

6. MEDIA MIX

7. Integrated Digital Media • VIDEO CONTESTS  YOUTUBE • PHOTO CONTEST  VS MOBILE APP • #VSVivaSummer  TWITTER • HEALTH & FITNESS BLOG/VLOG  PINTEREST/YOUTUBE • INFORMATION HUB  TUMBLR

8. BUDGET? $15 Million

9. BUDGET ALLOCATION Percent of Budget Mobile Facebook 20% 10% Pinterest YouTube Facebook 10% 30% YouTube Twi.er Tumblr Tumblr Twi2er Pinterest 20% 10% Mobile

10. Measurement   FOLLOWERS   LIKES   INTERACTION   BLOG/VLOG COMMENTS   PARTICIPATION   MENTIONS

How Do You VS - ADV 420 Rizzo

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