Victoria's Secret is targeting women of all races, body types, and middle-class women who care about their appearance and see themselves as sexy and confident. The digital marketing strategy aims to increase engagement on social media through contests and activities while showing appreciation for customers. Tactics include understanding the audience, promoting products on social media, and embracing customer feedback. The main focus is on social media including Twitter, Instagram, Facebook, and YouTube, as well as the website, SEO, and Google Adwords. Success will be tracked by consumer involvement, views, likes, comments on posts, and increased social media account usage and growth over the six-month, $6 million budget campaign.

1. DigitalDigital
StrategyStrategy
PlanPlan
STEFANNIE TONEY

2. Target Audience
Women
• All Races
• All Body Types
• Middle Class
• Those who take care of their appearance
• SEXY
• CONFIDENT
• DESIRABLE
* Not only is Victoria Secrets targeting women but
also the partners of the women.
• Partners who are shopping for birthday
gifts, anniversary gifts, Valentine’s Day gifts,
or simply a “just because” gift.

3. The BIG Idea : Loving My Sexy
Objective:
 Use inbound marketing techniques to get
consumers engaged on digital media
Our Goal:
 Increasing involvement with social media
 Inform consumers of products with contests
and other activities
 Assuring the customers we appreciate
them by giving away “sexy buys”
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4. “ ”Stop pushing your message out and start pulling your customers in
- David Meerman Scott
- David Meerman Scott
- David Meerman Scott
Tools & Tactics
•Understand our audience and improve SEO based on
what our consumers are searching for
•Use Inbound Marketing tips
•Promote products via social media
•Embrace our consumers and listen to possible positive
and negative feedback
• CONTINUE WHAT THE AUDIENCE LIKES AND MAKE
ADJUSTMENTS TO THE DISLIKES
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5. Digital Media Efforts
Social Media is one of our MAIN efforts in reaching the consumers!
 Twitter
 Instagram
 Facebook
 YouTube (For Video Ads)
 Pinterest
Other Efforts will involve:
 Our website (victoriasecrets.com)
 Internet and Mobile
 SEO
 Google Adwords
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6. HOW TO FIND VICTORIA SECRETS?
 Victoria Secrets has a large
audience
 Millions of consumers
 SEO
 Keywords:
 Victoria Secret’s
 Sexy Lingerie
 Victoria Secret’s Angel
 Sensual Lingerie
 Google Adwords
 “Word of Mouth”
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7. Social Media & Internet Strategies
Contests
 Give Aways
 “Sexy Buys”
 Games on social media
Result:
 Increase how appealing we are to consumers
 Bigger Presence
 Possibly increase “word of mouth”
 Bringing enjoyable content
 Gives us the ability to blog
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8.  Based on our goal, we will track how
well the campaign is going by:
 Consumers involvement
 The amount of views, likes,
tweets, hashtags, and
positive/negative comments
 Clout
 Continue to increase use of social
media accounts
Tracking Our Success
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9. WE LOVE VICTORIA
SECRETS!
The MAJORITY of our audience
• Generation Y
• Those born in 1980’s to the 2000’s
• Use social media at high levels
• Teens to Adults
• More specifically college students
or recent graduates
• Use digital appliances
• Cellphones
• Laptops
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Social Media is constantly growing
This campaign will utilize the power of digital media
•Which is FREE
OUR BUDGET:
Grand Total: 6 Million
1 Million Per Month
1 Million x 6 Months
*Budget will go towards:
-“Sexy Buys”
- Minor digital marketing

10. Victoria Secret’s Digital Marketing
Summary
 The efforts to increase consumer
engagement we will intensify our
involvement with social media!
 Social Media will increase the
amount of consumers by “word of
mouth” and blogging
 There will be incentives such as
contests, “sexy buys”, etc. to draw in
consumers and potential consumers
 In addition to using social media we
will use SEO, GoogleAd and Clout.
 As a result, there will be a increase in
shares, comments, tweets, hashtags,
and MOST IMPORTANTLY CONSUMERS
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