The document outlines a proposed digital strategy and marketing plan for Victoria's Secret to increase their online presence and sales through social media platforms like Pinterest, Facebook, Twitter, and Instagram. The plan's goals are to gain more followers and exposure on social media, increase traffic to their website, establish their brand, and launch a contest to engage customers. The proposed budget for the digital campaign is $8.2 million.
4. Tools and Tactics
Digital Marketing tools that will be
implemented:
• Pinterest
– Visual platform
– Exposure to merchandise
• Facebook
– Currently 21,971,527 likes
– More “likes”
5. Tools and Tactics Continued..
• Twitter
– Currently 2,015,547 followers on Twitter
– More followers, more “retweets”
• Instagram
– Visual platform
– Exposure to merchandise
– Followers, “likes”
6. Key Performance Indicators
• Increasing numbers on social media
– Gaining more exposure
• Increase in traffic on Victoria’s Secret website
– Increase sales
• Establish brand on social media
– Increase in sales in-store and online
7. Big Idea
• Launch VS globally online through digital
marketing tools listed
– Pinterest, Facebook, Twitter, Instagram
• Contest
– Win free merchandise, gift cards, discounts
8. Campaign Budget
$8.2 million
• 2012 Sales = $6.12 billion
• 2012 Operating Income = $1 billion
• Suggested budget for advertising = $25 million
9. Summary
• Digital advertising campaign through various
social media outlets
• Focus on gaining exposure
• New opportunities
• Key factors:
– Increase numbers on social media
– Explore different outlets
– Promote contest opprotunities
