2. Our mission is to create an effective, innovative, creative and engaging internet
marketing campaign that will drive traffic increase awareness to the PINK Halloween
line, therefore boosting sales within your company.
•Social media
•Online contest
•Email marketing
•Website
•SEO/SEM
•Coupons/offers/promotions
•PINK Halloween College Tour
•www.victoriassecret.com/pink/halloween
3.
PINK Halloween is a limited-edition
holiday costume collection targeted
towards 18-23 year old college-age
females.
PINK Halloween is an extension to
the Victoria’s Secret PINK line,
embracing the fun and flirty style of
lingerie and clothing.
PINK Halloween takes all the guesswork out of costume shopping,
providing college girls with sexy-butnot-too-scandalous ensembles.
Both costume sets and separate
pieces are available for purchase.
4.
According to the National Retail Federation, 71.5% of the US population celebrates Halloween,
spending approximately $8 billion per year.
Representatives from huge colleges such as Duke University, UNC campuses and University of
California campuses say that Halloween is the biggest party weekend of the year.
Through extensive market research ranging from the evaluation of social media to personal
interviews and focus groups with our target market, we found that young women ages 18-23 enjoy
Halloween and look forward to dressing up for parties, but often don’t know what to wear.
College females feel pressured to look “cute” and “sexy” without being criticized or judged for
looking too inappropriate.
They want to wear a costume that is original; something they could customize and “make their
own.”
They want quality product at an affordable price.
This is especially true to girls living on college campuses.
By offering PINK Halloween as a line extension of Victoria’s Secret, we are expanding the product
market to boost sales all year long.
5.
6. Updates will be made on Victoria’s Secret and Victoria’s Secret PINK Facebook
pages with contestannouncements, PINK Halloween College Tour locations and
event information, deals and promotions and pictures of new merchandise with
links to purchase.
Pinterest will be used as our main contest platform.
Participants can share their Pinterest boards to their Facebook and Twitter pages
and use the hashtag #PinkHalloween.
Victoria’s Secret and Victoria’s Secret PINKInstagram accounts already havea
large following. We will use these accounts to post pictures of PINK Halloween
merchandise as well as photos from our College Tour Halloween Party events.
We will utilize the hashtag #PinkHalloween to maximize search and response and
encourage consumers to do the same.
Victoria’s Secret PINK Twitter account will tweet multiple times a day for Pink
Halloween’s College Tour and special deals and discounts (see KPI).
We will use Twitter for trend research.
We will also post all new updates and information regarding PINKHalloween and
the Pinterest contest.
7. Twitter:
“What are you being for Halloween this year!? Check out PINK’s new Halloween
line, available at http://www.victoriassecret.com/pink/halloween! #PinkHalloween”
“Check out @AngelCandice wearing the new PINK Sexy Sailor Halloween
costume! (picture link here) #PinkHalloween”
Pinterest: Along with the contest and pictures of
PINK Halloween merchandise, pictures
of PINK Halloween crafts and other DIY
activities will be featured to continue the
theme of “Pink-o-ween.”
8.
9. A sample of 3 different emails will be sent
throughout August including offers and
promotions and will be filtered depending
on the response rates. Emails for PINK
Halloween will be sent in September and
the magnitude will increase in October as
Halloween gets closer.
August: Emails once a week introducing
the new line and notifying consumers of
the contest.
September: Emails twice a week inviting
customers to visit the site and view the
collection. Coupons and special offers will
be offered towards the end of September.
October: Emails three times a week
promoting the costumes, encouraging
consumers to participate in the contest
and offering special sales promotions for
both online and in-store to promote sales
for both outlets.
10. •
•
•
•
•
Get creative and show your Halloween spirit!
Create a Pinterest board using different pieces from the PINK Halloween collection to create a fun, unique and
sexy costume.
Share your board with VS PINK on social media by mentioning @vspink and using the hashtag #PINKHalloween.
VS stylists will pick out 5 of their favorites and then people will vote via polls on the VS PINK Facebook page and
at www.victoriassecret.com/pink/halloween.
Whoever created the winning costume will win an all-expense paid trip to NYC for her and three friends and tickets
to the taping of the Victoria’s Secret Fashion Show where she will get to see a VS Angel strut the costume she
designed down the runway.
13. •
•
•
•
•
Supporting the PINK Collegiate collection,
Victoria’s Secret PINK will go on a “college
tour.”
Victoria’s Secret will throw a PINK Halloween
party at every college represented in the
collegiate collection.
Party will be advertised on the college’s
website, VS website, through e-mail blasts,
social media, and direct mail.
PINK Halloween pop-up shop will be placed
on campus the day of the party and girls will
receive special discounts.
Food, drinks, music, dancing, contests,
giveaways, coupons, “swag bags”
14. •
Coupons will be distributed the same way as all other Victoria’s Secret sales promotions-through
email blasts and direct mail booklets.
– Free shipping with any online PINK Halloween purchase will start at the beginning of October
and carry through to Halloween
– Limited edition tote free with a $75 purchase
– Free panty with any PINK Halloween purchase
15. Media
Format
4
College Tour
Email
8 teams
Southwest (7)
Mid/Northeast (8)
Midwest (8)
Southeast (7)
# emails/week
1
August
11
18
1
1
25
1
Custom ad manager
Static display
Daily Daily Daily
29
6
October
13
20
Cost
27
1
2
Facebook
Elite Daily
Total Cost
September
8
15
22
2
2
2
2
3
3
3
3
Custom delivery schedule throughout all 3 months
Daily Daily Daily Daily Daily Daily Daily Daily Daily Daily
Budget: $800,000
College Tour: $20,000 per school @ 30 schools = $600,000
Email blast: $625/week per email = $3,750
Facebook: ~241,500 impressions @ $.46/impression = $111,000
Elite Daily: Daily exposure throughout 3 months = $4,500
Grand Total: $719,250
$140,000
$140,000
$160,000
$160,000
$625
$1,250
$1,875
$111,000
$4,500
$719,250
16. Victoria’s Secret holds the top position
in paid search rankings for the apparel
category (2011 Search Marketing
Guide)
2nd position for pay-per-click in the
swimwear category
• use this approach with PINK to
see what keywords will get
people “in the door”
• use this data to better formulate
our SEO in the long-term
(NetElixir)
The use of SEO and SEM for PINK Halloween will help increase the website traffic during the
slower months of September and October.
Keywords: Halloween, costumes, Halloween costumes, Victoria’s Secret, pink, sexy costume, teen
costume, Halloween party, cat, nurse, cop
Victoria’s Secret – PINK Halloween: Halloween costumes, accessories, lingerie, clothing..
The world’s most glamorous lingerie brand now carries a line specifically for a sexy Halloween night out.
Victoria’s Secret PINK is THE destination for chic women’s costumes, accessories and more…
17.
18. •
We will evaluate our social media usage and interactions through Klout and other tracking tools
throughout the months of August and September, identify the top contributors to sales and
develop on these successes throughout the month of October.
•
We will also measure the effectiveness of different types of email blasts throughout the months of
August and September so we know which type of email marketing campaign to primarily use in
October.
•
With Victoria’s Secret PINK’s main sales outlets being catalogs, online, in-store, we will use the
“college tour”to bring awareness and promote sales to our target market, therefore increasing
revenue.
