1. Budget and Goals Ad Plan segment created for Victoria’s Secret
Likely Budget
The budget is $8 million for a four-month period. The “Bottom-Up Approach” method was
utilized in calculating the spending budget. Through this approach, objectives and tasks were
first defined, followed by the tactics needed to accomplish them. The core goal of the campaign
is to improve the overall image of the brand and emphasize its inclusivity. Appealing to a
broader audience within our target market (young women between the ages of 15-35) is the
primary objective. The “Share of Voice” strategy was also referred when determining goals due
to the recent competitors who have aroused media attention against Victoria’s Secret’s image.
Two Major Goals
1) Given the recent critiquing of Victoria’s Secret, the primary goal of this new campaign
will be to increase the image and emotional appeal of the brand. As previously
mentioned, creating the sense of inclusivity among current and potential customers is
essential. Through hashtags such as #IAmVS and #VSAngelWings along with photo
contests highlighting product usage, the development of brand community will grow.
2) Promoting collaborative social media engagement through online contests will be the
second goal. Specifically, periodical photo/video “challenges” that pertain to selected
product lines will be initiated and promoted. Currently, the figures for online
participation vary among a four-month duration. An increased participation of 10% and
attaining 15 contest submissions a day will be desired. For this campaign, biweekly
placement on trending lists through Facebook will be a benchmark goal. In regards to
Instagram, generating 100 likes and reposts within 30 minutes of the initial post will be a
quantifiable measure (this is possible due to the 14.2 million followers the brand has).

2. Measuring effectiveness of Creative Strategy
Creating unique hashtags, generating “likes”, and counting re-tweets on social media platforms
will be used to measure the effectiveness of the creative strategy. These impressions along with
the amount of participants engaging in our online tactics will call attention to the brand and its
products. For example, the #VSAngelWings hashtag will be counted daily to monitor both brand
awareness and submission entries for the primary social media contest. This contest will be open
throughout the established four months.
Determining overall Campaign Achievements
The numbers specific to these tactics will be to increase daily likes on Facebook and Instagram
accounts. An increase of 100 likes per day on specific campaign-related topics will be measured
every week to track campaign objectives. Consumer comments posted on social media forums
that use distinct tags embedded into contest information will be another indicator. Tracking the
message variables (such as the channels used and budget implemented) will help determine the
overall objectives of frequency and reach. Due to the target market’s dominant online presence,
observing brand acknowledgement on websites and social media accounts will determine if this
media strategy is effective. For this campaign, post testing is the best choice in analyzing goal
achievements. Methods include association measures and tracking of image/ attitudes for future
situation analyses. When discussing sample research, using current consumers on email lists or
membership rewards will be a great source.
● Television: The selected air times for TV spots will be during both day and prime-time
peak hours. Prime time occurs between 7-11 p.m. when the brand’s core target audience
(females between 15-35 years old) is actively watching television. Specific women’s

3. interest channels such as Oxygen, Bravo, and VH1 will be used. The ads will be thirty
seconds in length consisting of visuals as the primary format.
● Online presence/ Social media: Social media is heavily prevalent to the brand’s
consumers therefore Instagram, Facebook, Twitter, and YouTube will be utilized.
Keeping these accounts updated and constantly in use is essential to staying connected
with consumers. Victoria’s Secret customer email lists will also be used to advertise
special promotions and social media campaigns.
● Magazines: Magazines catered toward a female demographic such as Glamour,
Cosmopolitan, Marie Claire, and Shape magazine will hold the brand’s ads. Each of these
magazines’ content correlate with the interests of the brand’s target market. Therefore,
the interest levels of readers will be high. The ads will consist of full-half colored pages
placed in the middle or end of the magazines. Between the four-month campaign period,
the ads will hold the campaign’s hashtag and several coupon codes for free shipping or a
“% off” special.