Victoria's Secret proposes creating a new television show to find new models. The show would feature auditions, eliminations, and appearances by current models to promote Victoria's Secret products. The goals are to expand their market and give women a chance to participate. Success would be measured by viewer numbers and increased sales revenue. Tactics include new voting methods on Facebook and Instagram to engage viewers. The estimated budget is $72 million for 15 episodes.

1. Victoria’s Secret
The Digital Strategy
By Erin Smith

2. The Target Audience
• Women aged 18 - 50
• Also want to include men

3. The Big Idea
• Create a new television show
• Give women the chance to audition to
become a Victoria’s Secret model

4. The Big Idea
• Viewers would see:
• Audition process
• Participants competing
• Eliminations

5. The Big Idea
• Have previous and current models appear
on show
• Help advertise various products (clothing,
lingerie, cosmetics, etc.)

6. Key Performance
Indicators
• Goals
• Expand Victoria’s Secret’s Market
• Give all types of women the chance to
participate
• Success?
• The number of viewers
• The change (if any) in sales revenue

7. Tools & Tactics
• Try a new way of voting
• Use Facebook
• Currently has over 1 billion users
(Forbes.com)
• Viewers go online to Facebook and
vote for their favorites

8. Tools & Tactics
• Another approach voting: Instagram
• Crossed 1million users (mashable.com)
• Viewers can go to the Victoria’s Secret
voting profile and vote.

9. Budget
• Currently spend $66 million (victoriassecretbras.synthasite.com/)
• Expand budget
• $800,000 per episode, run 15 episodes
• Cut back on other parts & new budget
could be around $72 million

10. Summary
• Want to expand the market by creating a
new television show
• Help promote current products and
introduce new ones
• Give young women an exciting opportunity

11. Works Cited
• http://www.forbes.com/sites/davidthier/2012/10/04
• http://mashable.com/2012/09/11/instagram-
100-million/
• http://victoriassecretbras.synthasite.com/