This document provides a digital marketing strategy for Victoria's Secret. It begins with an overview of Victoria's Secret as a brand and analysis showing declining sales. Competitors like Aerie, La Senza and Third Love are growing. The strategy proposes generating more online sales and social media engagement through SEO, Google Shopping campaigns, social media, email marketing and improving the customer experience. Personas of target customers are provided along with goals, metrics and tactics for each channel through 2019 to increase sales and loyalty.

1. DIGITAL MARKETING
STRATEGY
1

2. 2

3. • Victoria's Secret is an American designer,
manufacturer, and marketer of women's
lingerie, womenswear, and beauty products.
• Founded in 1977 as a response to packaged
underwear
• In 1982, it was sold to Leslie Wexner, creator of
Lbrands.
• Brand Archetype – The Lover:
passionate, social, expressive, emotional, sensu
alist, seducer, attractive, charismatic, intimate
4

4. • Sales growth of Victoria’s
Secret in 2017 was -1%
• Whereas competitor brands
like La Senza, Aerie and Third
Love continue to grow
• Only Point of Difference –
Victoria’s Secret Fashion
Shows and models
• Models are aspirational, not
relatable
• Backlash from consumers
that ads are targeted
towards men and not
women
5

5. Aerie
Who is it for?
For every girl of all shapes, colour and
sizes looking to shop in store or online
What is it one of?
A lingerie lifestyle retailer and intimate
apparel sub-brand owned by American
Eagle
What is the meaningful Point of
Difference?
Their advertising campaigns show body
positivity by showcasing women from
different backgrounds, cultures
Reasons to believe:
Bigger product range, brand ambassadors
are not just models but famous
aspirational personalities, products
include swimwear
Who is it for?
For women looking for bras, panties and
lingerie at a more reasonable price
What is it one of?
Specialises in lingerie
What is the meaningful Point of
Difference?
More flashy and focuses on discounts
and lower prices
Reasons to believe:
Better discounts, better use of Google
shopping campaign makes it easier to
search for products, has 340 stores
worldwide (bigger global presence
Who is it for?
For women looking for the perfect size
bra. Fit comes first
What is it one of?
American company producing and selling
bras, underwear, loungewear and night
wear
What is the meaningful Point of
Difference?
Focus on finding the right fit for each
customer. Comfort and right fit is the
most important aspect
Reasons to believe:
Bra style guide, dictionary, fit issues and
solutions guide, positive customer
reviews
6

6. GENERATE MORE ONLINE
SALES OF VICTORIA'S SECRET
INCREASE SOCIAL MEDIA
ENGAGEMENT
IMPROVE CUSTOMER
LOYALTY
7

7. Age: Between 17 - 40
Looking for: style, comfort and fashion
Income Class: Middle Class, Rich
Occupation: Student, Working professionals
Location: Canada
8

9. “I look for up-to-date moment trends
and forward fashion”
AGE: 20
OCCUPATION: Sophomore
STATUS: Single
LOCATION: Toronto, ON
ARCHETYPE: The Lover
Extrovert Confident Ambitious
Bio: Sasha is a sophomore studying
Journalism at the University of Toronto.
She is ambitious and wants to write for
The Globe & Mail some day. She is an
extrovert and a go-getter. She is a
member of her college newspaper and
organizes events in her college. In her
spare time she like to spend time with
her close friends. She loves looking her
best and wearing the right clothes gives
her confidence. She buys Victoria’s
Secret Pink, bralettes, Tshirt bras, PJs,
Mists and rollerballs.
Brands:
Personality : The Discoverer
Introvert Extrovert
Thinking Feeling
Sensing Intuition
Judging Perceiving
Motivation:
Incentive
Fear
Achievement
Growth
Power
Social
Family
SASHA SOPHIESASHA
10

10. “I love iconic lingerie with timeless
style”
AGE: 30
OCCUPATION: Financial
Analyst
STATUS: Engaged
LOCATION: Vancouver, BC
ARCHETYPE: The Ruler
Bio: Sophie is a Financial Analyst at TD
Bank. She is career-oriented and has
planned the next five years of her career.
She is currently engaged and lives in
downtown Vancouver. In her spare time
she enjoys going on exotic vacations and
pampering herself. She is brand
conscious and dresses for success. She
enjoys buying Victoria’s Secrets Dream
Angels, Teddies, baby dolls, Bombshell,
gift sets and EDP.
Brands:
Outgoing
Action -
oriented
Go -
Getter
Personality : The Performer
Introvert Extrovert
Thinking Feeling
Sensing Intuition
Judging Perceiving
Motivation:
Incentive
Fear
Achievement
Growth
Power
Social
Family
SOPHIESASHA
11

11. 12
SL No. Goal KPI Metric Goal
1 Generate more online sales
Improve number of organic searches
(SEO) to website by Dec 2019 Conversion 4%
Improve sales using Google Shopping
Campaign from May – August 2019 Conversion 5%
2 Increase social media engagement
Improve number of users from Instagram
going to website by July 2019 CTR 30%
Improve number of users from Facebook
going to website by July 2019 CTR 30%
Improve number of users from Pinterest
going to website by Dec 2019 CTR 20%
3 Improve customer loyalty through Email
Marketing
Increase Click through Rate of emails by
July 2019 CTR 15%
Increase retention ratio of customers by
Dec 2019 CRR 10%

12. Shift focus: about the
customer
Target women who want to
be fashionable
Hashtag strategy #myVS
Customer satisfaction
13

13. USABILITY
•It is easy to use the
website. Very mobile
friendly
•All the categories are
very clearly stated.
•Easy customer journey
from search till purchase
STRUCTURE
•The navigation makes
sense
•The website shows clear
hierarchy of pages’
•No sign of paid ads
CONTENT
•The type of content is
text and images.
•No About us page
•Product page can be
improved, no AdWords
•Connected to brand’s
Instagram page
DESIGN
•Relevant design and
audience appropriate
•There is a consistent
theme for the website. -
spring theme
•Flaws in the landing
page
14

15. Currently has a domain
authority ranking of 29
16

16. Finding the right keywords. This can
be done as follows:
• Intent: Try to find out what are
the top ranking keywords that
customers are looking for.
• Volume: Optimizing the top
performing keywords
• Competition: Organically
integrate the selected keywords
into the website content and
tags/meta descriptions.
SL
No.
Keyword Monthly
volume
Difficulty Organic
CTR
Priority
1 How to measure
bra size
1.7k –
2.9k
39 64% High
2 Victoria’s Secret 11.5k –
30.3k
66 11% Medium
3 Lingerie 30.3k –
70.8k
30 84% High
4 Panties 11.5k –
30.3k
29 60% High
5 Underwear 6.5k –
9.3k
36 56% High
6 Bras 4.3k –
6.5k
29 52% High
7 Sleepwear 851 –
1.7k
29 82% Medium
8 Sports Bra 2.9k –
4.3k
26 82% High
17

17. Meta Description Tag
H1 Heading Tags: Using header Tags
can make the content easy to follow
and an excellent way to insert
keywords into the tags.
Image Alt Tags: Using image Alt Tags
to name the image using the right
Keywords
18

18. Add a new blog section to the company’s website
that talks about the bra fitting service that the store
provides. It should include testimonials from happy
customers and how wearing the right bra helped
them get their confidence back. It will also talk about
other aspects important to women like health,
happiness and fitness. The goal is to write work the
keywords in to each blogpost through the Google
Keyword Planner
https://www.shutterstock.com/video/clip-20387551-enjoyment---free-happy-woman-enjoying-sunset
19

19. 20

20. • Currently no Shopping Campaigns
• Conversion Rate of 5.31% in the Apparel
industry
• Launch of Swimsuits
• Summer Campaign
• Does not use Keywords
• Content in products page
21

21. Optimize your product feed
Use a Programmatic Technology
Create ISO Campaigns
Apply Quickview features for Mobile
Use Similar Audiences feature to target new
customers
Leverage New Customer Match Data
Constantly review campaign, prices and
shipping options
22

22. 23

23. • Already has a strong email
Marketing Campaign.
• Emails mostly talk about New
Product Launches, Promotions
and announces Semi-Annual
Clearances
• There is only one issue with
the Email Marketing. That is
the landing page.
• Solving this will improve the
CTR
24

24. Introduce
Weekly
Magazine: VS
Fashion
Update.
Magazine that
talks about
fashion
updates in
lingerie
Styling tips on
how to
combine
lingerie with
different
outfits
Can tie it with
the
promotions –
Valentine’s
day, St Patrick’s
Day,
25

25. 26

26. 65.3Mfollowers
•Content: product,
promotions, models
•Media Type: images, text,
videos
•Audience Engagement:
High
•Post Activity: 4 posts/ day
•Lost Opportunities: does
not have link to product,
wrong landing page
(like2b.uy/victoriassecret),
not linked to promotion
29Mfollowers
•Content: product,
promotions, models
•Media Type: images, text,
videos, GIFs
•Audience Engagement:
High
•Post Activity: 2 - 7 posts/
day
•Lost Opportunities: does
not have link to product,
not linked to promotion
585kfollowers
•Content: product,
promotions, models
•Media Type
•Audience Engagement:
Medium
•Lost Opportunities: does
not have link to product,
not linked to promotion
27

27. • Purpose: To increase the engagement of content that leads
to conversion of targeted customers.
• Strategy - Use Paid Social to target customers
• Ask customers to shop that look and share their look on
Facebook, Instagram with a hashtag - #MyVS.
• One customer will then get a chance to be featured per
month.
• VS Angels (models) showcase their product with the same
hashtag. High referral traffic
28

28. Campaign: Shop that Summer Look
Objective: Click Through Rate
Ad Set Level:
Targeting: Existing subscribers
Optimize for Clicks to website
Schedule: April 1st to July 31st
Ad Set Content – Swimsuit Launch
Ad #1:
Media Type: Single Image with text
Content: Swim is Back! Purchase products and
share experience
Ad #2:
Media Type: GIFs
Content: Different styles of swimwear on
different models
Ad Set Level:
Targeting: Look alike audiences
Optimize for Clicks to website
Schedule: April 1st to July 31st
Ad Set Content – Summer Beauty
Ad #1
Media Type: Multiple images in one frame
showing Perfume, Mist, Rollerball and lotion
Content: Introducing the new summer fragrance
Ad #2
Media Type: GIFs showing different beauty
products
Content: Perfect the summer look with VS
Beauty
29

29. 30

30. • Objective: To drive traffic to the website
• Segmented based on keywords and
interests
• Also target customers who have previously
reacted with the pins
• Promote pins that feature high quality and
authentic content that suits the brand
Summer Outfits
31

31. 32
STAGES AWARENESS INTEREST CONSIDERATION INTENT PURCHASE LOYALTY
Channels
Shopping Ads Blog SEO Paid Social Thank you email
Email
Marketing
SEO Product Page
Customer
Reviews &
Testimonials
Email
Marketing
Campaign
Social Media -
share their
posts
Hashtag
strategy
Social Media
Email
Markering Landing Page
Customer
Features
Paid Social Blog
Relevant to
Goals Goal 1 Goal 1 & Goal 3 Goal 2 Goal 1 & Goal 3 Goal 1 & Goal 2 Goal 3

32. 30%
40%
10%
20%
SEO SEM Email Marketing Paid Social
Total Budget = $1,000,000
33

33. 34
Quarter
Months April May June July Aug Sept Oct Nov Dec
Keywords
Blog
Tagging
Google Shopping Ads
Facebook + Instagram
Pinterest
Swim Launch
Fashion Guide
Semi Annual Clearance
Email Marketing
Media Blocking Chart
See results and then decide to continue
Q2 Q3 Q4
SEO
SEM
Paid Social

34. Strategy: Shift
focus from
models to
consumers, still
keeping them
aspirational
01
Website
Considerations:
Add About us
page, improve
content in
product page
and improve
landing page.
02
SEO: Use
strategies like
keywords,
tagging strategy
and blog to
improve organic
sales
03
SEM: Use
Google
Shopping Ads to
increase
conversion
04
Email
Marketing:
Improve landing
page and
introduce VS
Fashion Update
to improve
customer
retention
05
Paid Social: Use
Facebook,
Instagram and
Pinterest to
drive traffic to
website
06
35

35. 36

36. Slide No. Image name Source
1 Background Image https://cdn.wallpapersafari.com/93/1/PeF3bt.jpg
4 Victoria’s Secret Store Image https://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwiQ356MzInhAhXH6YMKHUICBN0QjRx6BAgBEAU&url=https%3
A%2F%2Fwww.usatoday.com%2Fstory%2Fmoney%2F2019%2F02%2F28%2Fvictorias-secret-store-closings-l-brands-shuttering-53-
locations%2F3020995002%2F&psig=AOvVaw00pJeAXl5kBS7J7Ht0KSiy&ust=1552926206554271
5 Perfect Body Campaign Image https://amp.businessinsider.com/images/5453a9c1ecad047519be023c-750-381.jpg
6 Aerie Brand logo https://res-
5.cloudinary.com/westfielddg/image/fetch/c_pad,f_auto,q_auto/http://res.cloudinary.com/westfielddg/image/upload/nibqzhmcrdnamfneke0b.png
6 La Senza brand logo https://www.lasenza.com/on/demandware.static/Sites-Global-Site/-/default/dwc733c874/images/svg-icons/logo.svg
6 Third Love logo https://www.chrislovesjulia.com/wp-content/uploads/2018/01/thirdlove-logo.png
10 Girl Image https://www.shutterstock.com/video/clip-6167507-young-college-student-girl-smiling-looking-books
10 Pink logo https://i.etsystatic.com/10013852/r/il/41769b/658135663/il_570xN.658135663_h7e2.jpg
10 TNA logo https://data.whicdn.com/images/318734681/superthumb.jpg?t=1535892408
10 Bumble logo https://cdn.fs.brandfolder.com/LaynFI1xQw2icCL5MFbu
10 Instagram logo https://cdn2.iconfinder.com/data/icons/instagram-new/512/instagram-logo-color-512.png
13 Digital Strategy Image http://www.2-3-4.com/victorias-secret-online
11 Girl Image https://www.dhgate.com/product/4xl-plus-size-elegant-women-ladies-long-blazer/406516469.html
11 Kate Spade logo https://assets.narvar.com/retailers/katespade/katespade_NAV_D_20160822_Logo@2x.png
11 Aritzia logo https://media.glassdoor.com/sqll/149390/aritzia-squarelogo.png
11 Airbnb logo https://livetyping.com/assets/images/blog/Airbnb-head-image.jpg
11 Pinterest logo https://1000logos.net/wp-content/uploads/2018/01/pinterest-logo.png
10 & 11 MBTI personality characteristics https://www.16personalities.com/personality-types
37

37. Slide No. Image/ Content name Source
3 Third Love brand logo https://www.thirdlove.com/
9 User Persona image https://s3.amazonaws.com/digitalmarketer-downloads/wp-content/uploads/2018/02/17140436/customer-avataar-1.png
15 SEO image https://optinmonster.com/wp-content/uploads/2018/04/ultimate-seo-guide.jpg
18 Tagging Strategy content https://neilpatel.com/blog/html-tags-for-seo/
18 Metatag Description content https://www.victoriassecret.com/bras/how-to-measure-bras
https://www.victoriassecret.com/bras/angel-bra-guide
21 Shopping Conversion Rate https://www.cpcstrategy.com/blog/2017/01/2016-google-shopping-performance-across-categories/
21 Google Shopping Campaign Images
(Screenshots)
https://www.google.com/search?q=summer+perfume&source=lnms&tbm=shop&sa=X&ved=0ahUKEwj_9-
_i4ovhAhULSa0KHVWZDUgQ_AUIDygC&biw=1366&bih=654
https://www.google.com/search?biw=1366&bih=654&tbm=shop&ei=z5mPXLvrHIWQtQX25Z3oAg&q=swimsuits&oq=swim&gs_l=psy-
ab.3.0.0l10.77574.78269.0.80662.4.4.0.0.0.0.96.369.4.4.0....0...1c.1.64.psy-ab..0.4.367....0.su674JFnwOI
21 Victoria’s Secret Product Content https://www.victoriassecret.ca/swimwear/maaji/high-leg-cross-back-one-piece-maaji?ProductID=431135&CatalogueType=OLS
https://www.victoriassecret.ca/vs-beauty/beauty-all-beauty-and-accessories/bombshell-wild-flower-eau-de-
parfum?ProductID=426124&CatalogueType=OLS&search=true
22 Guidelines for using a CPC strategy content http://learn.cpcstrategy.com/rs/006-GWW-889/images/Google-Shopping-Guide-2018.pdf
23 Email Marketing image https://assets.pcmag.com/media/images/465640-email-marketing.jpg?thumb=y&width=810&height=456
27 Facebook logo https://upload.wikimedia.org/wikipedia/commons/thumb/c/cd/Facebook_logo_%28square%29.png/600px-Facebook_logo_%28square%29.png
27 Instagram logo https://cdn2.iconfinder.com/data/icons/instagram-new/512/instagram-logo-color-512.png
27 Pinterest logo https://1000logos.net/wp-content/uploads/2018/01/pinterest-logo.png
25 White bodysuit images https://poshmark.com/listing/VS-Off-the-Shoulder-Lace-Bodysuit-XS-5aa3f8982c705d68305335db
25 Bodysuit with open back sweater https://mollyrussellstyling.com/blog/2017/12/27/how-to-wear-lace-bodysuits-with-class
25 Bodysuit with fur jacket https://mollyrussellstyling.com/blog/2017/12/27/how-to-wear-lace-bodysuits-with-class
38

38. Slide no. Image or content name Source
26 Paid Social Media Advertising image https://www.mdgadvertising.com/wp-content/uploads/2014/10/1261-
blog-social-paid-channel.jpg
30 Instagram Screenshot https://www.instagram.com/victoriassecret/
30 Models in swimsuits https://www.victoriassecret.ca/
30 Laptop screen photo https://cdn1.vectorstock.com/i/1000x1000/47/00/laptop-with-white-
screen-vector-1244700.jpg
30 Facebook Screenshot https://www.facebook.com/
31 Pinterest Screenshot https://www.pinterest.ca/victoriassecret/?eq=vict&etslf=6756
39