6. 5
Agency Synopsis
Top Secret Agency is your one stop shop for all holistic
communication needs. We are dedicated to solving your
problems by unveiling secret strategies that combine creative
advertising and public relations tactics. By introducing
innovative marketing services, we will refine your
brand to be exciting and enchanting.
Top Secret Agency will be your best-kept secret.
7. EXECUTIVE SUMMARY
The goal of our campaign was to create a “next generation” loyalty and engagement program that
extended beyond, but still included, the current Angel Credit Card and PINK nation offerings. We
conducted thorough secondary research that helped us determine our primary and secondary audi-
ences, which led us to discover valuable insights for our campaign. We determined that our primary
audience was millenials (18-34) and our secondary audiences were older Angel Credit Card holders
(28-42) and PINK girls (15-21). This secondary research supplied us with the knowledge that our
audiences need to be provided for with a rewards program. These groups need to have continuous
gratification and must see value from the engagement program. Next, our primary research uncov-
ered that millennials crave excitement, thrills, competition, and stay up to date with the latest fashion
trends. Millennials seek and value authenticity and transparency, and in a rewards program desire
ongoing engagement and value beyond the money spent on Victoria’s Secrets products.
This led us to create a tiered loyalty program that is able to target our primary audience but also still
appeals to the secondary audiences. As we developed and conducted more research, we realized
that the direction for our campaign was on the correct path which helped us formulate our campaign
goal, objectives, and strategies. Our creative brief helped to encompass all of these insights and
through our extensive research we determined that this plan can be executed. We believe that by
following our goals, strategies, and objectives Victoria’s Secret can have a “next generation” loyalty
and engagement program.
8. 7
assignMent
Our team has been given the task of creating
a holistic communication campaign for a
“Next Generation” loyalty and engagment
program beyond the current Angel
Credit Card and Pink Nation offerings.
11. SITUATION
OVERVIEW
Only 16% of customers have
the Angel Credit Card
Most customers physically
come in the store once per
year
Only 50% of VS app
downloaders use the app once
per year, with a decrease every
year
12. 11
DEFINING
LOYALTY
“The quality or state of being loyal
a loyal feeling; a feeling of strong
support for someone
or something”
(Merriam-Webster)
13. OUR LOYALTY COMPETITION
NORDSTROM AERIE ADORE ME
• Gives two points for
every dollar spent.
• Every 2,000 points,
receive a “$20
Nordstrom Note”
• Anniversary Sale
Early Access
• Alterations
• Personal Triple
Points Days
• Loyalty program
allows consumers
to earn 1 point for
every dollar spent.
• Points are totaled
every 3 months,
then rewards are
sent.
• Rewards include:
15% off the month
of your birthday at
AE or Aerie when
you share your
e-mail.
• Free Aerie Bra: Buy
5 Bras Get the 6th
Free.
• Members-Only Sales
& Events
• Offers customers a
VIP Membership
Perks include:
• $10 off any style,
anytime
• Your first style for
$24.95
• Every sixth set is free
• Free Shipping and
exchanges
• Exclusive access to
VIP sales and sets
We consider the following Victoria’s Secret’s competition set, based on their current
loyalty programs and our target audiences. Majority of our research participants were
highly engaged members of these companies.
15. S WSTRENGTHS WEAKNESSES
• High brand
recognition
• Known for quality
products
• Easily accessible
for consumer
engagement with
multiple locations
• Excellent customer
service
• Reluctance to sign
up for a credit
card
• Current program
does not
encompass both
the Angel Card
and the PINK
Nation app
• Low scale
interactivity
• No distinguishing
benefits to
encourage
consumer
membership
16. 15
O TOPPORTUNITIES THREATS
• Innovative app will
increase consumer
loyalty
• Stronger
involvement will
positively boost
brand image
• Direct competitors’
programs offer
more frequent
benefits
• Low affordability
for frequent
shopping to
reap the current
program’s rewards
19. Who Are They?
These target audiences were chosen through
MRI and primary research. Along with MRI results,
most of the respondents answers aligned with the
following three targets.
20. 19
PRIMARY
Millennial Women
Values This consumer wants to feel and look sexy, which is why she shops at
Victoria’s Secret. Whether she is buying lingerie for casual wear or for a night to
impress, Victoria’s Secret caters to her needs and wants with the highest quality
products.
Platforms She is both digitally and socially active and can always be reached on
one of her devices. She stays connected through social media and is an avid
technology enthusiast.
Behaviors As an emerging professional and young adult, millennials are reluctant
to sign up for retail “credit cards” whether they are given rewards or not. But she
still enjoys shopping and is encouraged to buy with promotions and effortless
rewards. These women enjoy being up to date with fashion, constantly having
excitement in their lives, and enjoy friendly competition.
21. Credit Card Angels
Values This consumer is devoted to her career and enjoys the benefits of having
a well paying job. She craves intimacy from her partner and appreciates quality
products that fit well and boost confidence.
Platforms Along with her professional career, she is digitally and socially
established and relies on various social media for networking.
Behaviors She currently holds a VS Credit Card as well as multiple others for the
rewards and benefits provided. These women maintain their debts and remain
loyal to brands that give back, but will not hesitate to turn from companies she
disagrees with.
SECONDARY
22. 21
SECONDARY
PINK Gals
Values These are high school and college aged women ranging from 15-21 years
old. The bright colors, trendy prints, and smaller attire appeals more to these fun
loving consumers.
Platforms This consumer is always on social media like Facebook, Instagram, and
SnapChat. She also loves to read gossip about the biggest brands and latest hot
topics on entertainment apps.
Behaviors She is reluctant to enter a lingerie store but dreams of lace and sass,
which attracts her to the PINK brands. She is fashionable and looks to celebrities
like Kendall and Kylie Jenner for style inspiration. Having little to no income, she
likely shops at PINK/VS with her mother.
25. STACEY THE SPENDER
Stacey is a 22-year-old recent college graduate, who values saving money. She
currently has a job at a large PR firm in Atlanta, Georgia.
She grew up wearing PINK and transitioned to Victoria’s Secret when she was in
college.
Stacey prefers higher quality over cheaper priced items, but values where her
money is spent. She downloads apps in order get discounts and promotions, but
then deletes them after they’ve been used.
She is in a committed relationship with her boyfriend Tom and they currently live
together.
In her spare time she enjoys shopping, watching Netflix and going out with her
friends.
Stacey uses Facebook 5 times per day, Instagram’s two photos a week and tweets
about once a week. She enjoys following and connecting with brands on social
media as well.
Primary Persona
Age: 22
Atlanta, GA.
Public Relations
26. 25
LAURA THE LOYAL
Secondary Persona
Laura is a 29-year-old secretary for a big time banking company.
She recently got engaged to her fiancé, Roy, and they have decided to invest in
their first home in Dallas, Texas.
Laura is brand loyal and doesn’t like to buy anything that’s low quality. She is
engaged in many loyalty programs and enjoys using apps like Starbucks, Hobby
Lobby and Target CartWheel in order to receive discounts and feel special.
In her free time she likes to watch sporting events with Roy, workout and shop.
Laura very active on Facebook, LinkedIn, Twitter and Instagram.
Age: 29
Dallas, TX.
Finance Secretary
27. TRENDING TRACY
Secondary Persona
Tracy is a 16-year old teen who attends high school in Los Angeles,
California. Her family is financially well off, which allows her to keep up
with fashion trends.
She enjoys following celebrities for fashion styles and will make
impulse purchases regularly.
Tracy likes to download the latest apps, even if they aren’t free, but
gets tired of them if they do not reward her regularly.
After school she loves to relax, shop, and use the internet to watch TV
shows and listen to music.
Tracy loves social media and is constantly on Snapchat and Instagram
posting selfies, and other photos.
Age: 16
Los Angeles, CA.
High School Student
31. RESEARCH INTRODUCTION
In order to find out more about the our primary and secondary audiences’ views on
Victoria’s Secrets engagement and loyalty program we conducted two types of research.
Secondary Research:
We began with secondary research in order to determine the audiences we were trying
to target and what their views were regarding Victoria’s Secret.
Primary Research:
After this we moved onto primary research in order to find a more detailed report of
consumers’ views on engagement programs and their wants and desires.
Secondary & primary research helped us determine key insights about our audience
and what makes them interested in loyalty/engagement programs.
“Earn Your Wings”:
A combination of our app, Angel Advantage, the Fantasy Box and social media
engagement to produce loyal consumers. Interaction includes looks behind-the-scenes
looks at Victoria’s Secret events and the Angels’ lives, as well as social media interaction
The Fantasy Box allows subscribers to personalize their products and receive exclusive
items unavailable to the general public
33. Methodology
Quantitative: Survey
Our survey consisted of 28 questions that allowed us to learn more about the consumer’s
thoughts on loyalty programs. The survey link was distributed via email, Facebook and
text messaging. These distribution methods enabled us to reach a large audience that
gave us a wide range of 221 total responses. With the Survey Monkey tool, we were able
to visually retrieve and compare participants’ responses.
Qualitative: Focus Groups and Interviews
Our qualitative research enabled deeper answers from the interviewees. We conducted
10 personal interviews and two focus groups. Various questions were asked from what
they like about the current loyalty members they are apart of to what they would like to
see from Victoria’s Secret to become a loyal consumer. Asking these questions in a more
personal setting allowed for more honest and informative answers and discussions.
37. Interview Insights
Personal interviews confirmed what was revealed in our focus groups. Millennials don’t want
to use space on their phones for apps they don’t use. They specified that they were reluctant
to download/use the PINK and Victoria’s Secret apps, due to lack of engaging content.
They also want to have a more personal connection to the models. They want to know what
the models are doing and learn how they can do it themselves. National sweepstakes are too
overwhelming in their eyes. Respondents believe it is impossible to win on such a large scale.
Regional or local prizes were seen as more attactive, due to increased attainability.
In addition, it’s primarily the younger generation that cares about connecting with the
models via behind-the-scenes content. Older women value discounts above all else.
The Fantasy Box subscription service was also well received, however cost was a concern
for many. People were concerned they wouldn’t get their money’s worth. A quarterly
subscription was the overall favorite, with most interviewees preferring to pay more for
personalization and larger items than sample sizes.
The driving force for many people to participate in all aspects of our loyalty program was
exclusivity. For their effort, people want to have access to products and experiences that
others do not.
38. 37
“I want an easy and effortless
engagement program that benefits me
and makes me feel important.”
“Personalization is important for sure. I
never want to get things like that that I
know I’m not interested in.”
“I’m reluctant to download the app because
there hasn’t been anything that intrigues
me about the current app. I can find the
same information online.”
39. Focus Group Insights
From the start, participants were willing to voice their opinions about Victoria’s Secret
and PINK, and all agreed on most answers that were given.
The participants said they do not partake in an engagement program with PINK, because
they associate the brand with a younger audience. None of the women owned an Angel
Card, but expressed they would participate in an active engagement program, especially if
it were accessible via mobile app.. The focus groups especially liked the exclusivity idea of
product sneak peeks and interaction with the Victoria’s Secret Angels.
The Fantasy Box proposal was also well received. The women specified that they wanted
the ability to personalize their items. This was to ensure they were receiving their money’s
worth. Each participant agreed they would like to receive exclusive items for
Fantasy Box subscribers and unreleased products.
We found that the participants would enter an interactive contest for a special giveaway, but
only at a more local level. Participants conveyed they are reluctant to enter a contest if they
are competing against millions of people. All agreed they would participate in a contest if
smaller prizes were awarded locally, as well as the culmination of the grand prize.
40. 39
“I really appreciate businesses who take
the time to appreciate me.”
“Unless the app is always updating, I for-
get that I even have it.”
“I follow the Angels on every social media
and would love to have something more
personable.”
“I would only enter in a competition that I
felt like I actually had a chance of winning.”
43. GOAL
To introduce an innovative engagement program that
appeals to the digital and social nature of the millennial
consumers and incentivizes them to fully engage with
the Victoria’s Secret brand.
Transition HAPPY Victoria’s Secret
shoppers into LOYAL consumers.
45. OBJECTIVE TWO
To decrease the number of one time
app users from 50% to 30% by the
2017 VS Fashion Show
Strategies:
#1: Create an application that
combines the VS app and PINK Nation
app into one easy to use platform
#2: Expand Victoria’s Secret’s digital
presence that applies to both the
primary and secondary audiences
46. 45
To increase social media
interaction 30% by the end of
fiscal year, 2017
Strategy:
#1: Implement digital interaction where
consumers earn rewards, and Victoria’s
Secret acquires loyal consumers
OBJECTIVE THREE
49. CREATIVE BRIEF
Problem/Opportunity:
Communication Objective:
The greatest challenge for consumers is to sign up and constantly
stay engaged with a loyalty program. The opportunity resides
in millennials need for constant activity and involvement with a
company to remain loyal consumers.
Insight:
To market a next level engagement program through
heaven-sent rewards. These rewards allows the
consumer to feel a sense of importance and like an
Angel, all while receiving rewards through their loyalty.
Millennials need constant engagement and attention
or boredom quickly settles in. A lack of attention will
lead the consumer to be uninterested.
50. 49
Strategy:
From HAPPY Shoppers to LOYAL Consumers
• A generic rewards
program
• Lack of knowledge about
the rewards
• Instant fear of a credit
card
• Goal of 3% of
customers/day become
an Angel Card holder
• Happy and comfortable
consumer
• Excitement and constant
interaction ith the VS
app and engagement
program
• Feeling of personal
importance and
privilege by the
company
• Develop a competitive
attitude to earn
beneficial rewards
• Loyal consumer
FROM TO
51. Support/Reason to Believe:
Victoria’s Secret conveys aspiration and fantasy that makes
women feel sexy, sophisticated and forever young.
Brand Character:
Demi Lovato
Call to Action:
The target audiences will be called to fully engage with Victoria’s Secret
and disseminate the interactive activity amongst other consumers.
Demi is a celebrity that relates well to
the public. She's an all around down-to-
earth lady and excellent role model that
values the importance of looking and
feeling sexy, playful, and forever young.
52. 51
Tone & Manner:
Personable:
Millennials are essential to our target audience and our
research shows these millennials want to connect with the
brand on a personable level.
Playful:
A playful tone will be implemented when pushing and
teasing consumers to join our heaven-sent engagement
program.
Sexy:
The tone of this campaign will not stray away from the
original mission of the brand, which is to make their
consumers feel “sexy, sophisticated and forever young.”
55. Earn Your Wings
The “Earn Your Wings” campaign is a multi-tiered platform that requires
consumers to be engaged in multiple areas (Angel Advantage app,
InstAngel & Fantasy Box).
Steps:
1. The grand prize is a trip to the VS Fashion Show in 2017 for the
winner + one friend. Also receives $1000 personal shopping spree.
2. A step below that is a $1000 shopping spree for the regional winners
Regions are West, Southwest, Midwest, Southeast, & NorthEast
(10 winners per region) 50 total=$50,000 + one grand prize winner
3. One more step below that is a $100 gift card for the state winners
500 state winners (10 per state) $50,000
In order to be considered for this contest, YOU MUST:
1. Download the Angel Advantage app
2. Use a code from the InstAngel giveaway
3. Purchase at least one Fantasy Box
1,IT'S AS EASY AS
56. 55
Benefits For: Current Angel Card holders &
PINK Nation Members
, 2, 3...
1. To start, Angel Card and PINK Nation members will receive a newsletter
in the mail discussing the campaign ahead of time. This gives them an
advantage and allows them to know what is coming up.
2. Within the app Angel Card & PINK Nation members will receive double
points (X2) which gives them the potential to earn more entries into the
competition.
3. By downloading the app, they receive a scratch off code of $25-$750.
Already having more monetary incentive.
4. InstAngel: Exclusive details about the InstAngel account will be given
to current Angel Credit Card and Pink Nation members.
5. Fantasy Box
-Being an Angel Card holder results in the user only paying $100
for the yearly subscription or $27.50 for each box (only for the first year of
the contest).
-$30 & $27.50
6. Having an Angel Card automatically enters you into the contest
*Note: If a person signs up for an Angel Card during this time, they
receive these discounts as well. However, only one time for scratchoff
57. Angel Advantage App
Combination of VS & PINK Nation catalog. Allows users to
what they want to see on the app when it comes to clothes,
products, new releases, styles, etc.
Different Tabs:
• Angel Workouts: Shows what the angels do to be fit
• Angel Meals: Shows healthy meals and things the angels
eat
• Points: This keeps track of the contest, spending and just
how the Angel Card offers $10 off for every 100 points
spent (double check this info)
• App ID & Scanner: If purchasing in store you can use the
qr code to keep track of points so you don’t have to get cc
or pink nation (Angel Card and PINK Nation members 2x
points), Earn Your Wings Tracker
By downloading the app, the user automatically receives a
discount code.
58. 57
InstAngel
A click through Instagram account that is structured around new
and exciting way to use Instagram.
By going through and clicking onto each model’s image the user
has to search through and find the discount code in the picture.
Each picture has a unique code that has a different discount
(swimwear, beauty, bras, panties, etc.).
Fantasy Box
Box is worth $40 for one time purchase $35 for yearly subscription
that is delivered quarterly.
Angel Card holders and PINK Nation members will receive a
discount on the box: $30 one time purchase $27.50 for yearly
subscription (will have special prizes and discount codes for).
Yearly subscription available.
Customizable and allows the user to make their own box.
60. 59
By introducing the campaign at the
Victoria’s Secret Fashion Show in
2016, it allows for ample time to “Earn
Your Wings” and also ties in with the
culmination of the campaign-- a trip to
“Heaven”, the 2017 fashion show.
The multiple platforms used will keep
consumers engaged and constantly
looking for ways to earn rewards
without too much effort. Social media
is already such a large draw for
millennials that the campaign will flow
seamlessly into their daily lives.
64. 63
The media budget for our “next generation” loyalty and engagement
program is set at $5 million. The primary and secondary research that
we conducted will help us target the primary and secondary audiences.
We will focus on our target audience’s psychographics which will help us
reach both audiences while generating buzz across the United States.
Our target audience consists of women who are 18-34 who crave
excitement, competition, and are up to date with the latest fashion trends.
They are heavy users of the internet and social media, with moderate use
of television. Our campaign will pulse nationally all year and will have
emphasis around major Victoria’s Secret events and shopping habits.
Our campaign will hit on all of these mediums and focus most of our
budget on outdoor and digital. We will hit our target audience as well as
reach a wide variety of potential consumers.
65. broadcast
Two CBS commercial spots will air during the fashion
show to reveal exclusives within the new app.
TV
$215,000 commerical spot during
the Fall 2017 Fashion Show.
66. 65
Snapchat
The campaign will be exclusively launched at the annual fashion show
through the live Snapchat feed. During the filming in Nov., current app
holders will be invited to download the app first and begin earning rewards
before the general public.
Angels will be introducing a “secret surprise” through behind-the-scenes
snaps, both during the Nov. Snapchat feed and the Dec. viewing feed, when
the app will be available to the public for download.
Social Media
Invest $750,000 for a
“Sponsored lense” on
Snapchat for 24hrs the
day of the Fashion Show.
67. The InstAngel Instagram account will be launched at the
Swim Show in March, 2017. We will post on the Victoria’s
Secret Instagram account routing the audience to the
InstAngel account launching the first promotional pursuit.
The Angels will flaunt the InstAngel account at the show
while endorsing the promo scavenger hunt on Instagram.
Consumers will be lead through various accounts by
clicking on links embedded into segmented photos,
hunting for promotional codes that have been hidden
throughout the images.
Instagram
$540,000 investment for
InstAngel account.
69. Angel Advantage App
During the fashion show taping in Nov. 2016, the live
Snapchat story will feature the Angels teasing viewers
about the new app as a “secret” only to be revealed at
the upcoming fashion show airing.
On the date of the Nov. 2016 taping a press release
will be sent to the current Angel Card holders to
download the new app. This will give an exclusive
reveal to those actively engaged with the brand.
71. Seasonal Subscription Box
The Fantasy Box will be launched Jan. 1, 2017 through the
app, social media and in-store promotions. The following
will apply: in-store print advertisements, employee
mentions, announcement cards given at check-out.
The Fantasy Box will contain seasonal items varying
from beauty, clothing and intimate apparel.
Subscribers will receive a quarterly box for $40
($55 value) and Angel Card holders for $30.
the fantasy box
72. 71
Subscription boxes are the newest fad for receiving
beauty and fashion products regularly. Our Fantasy Box
will provide VS consumers with the hottest seasonal
trends at an affordable price.
73. Street Art
In select cities (LA, NYC, Chicago, Houston, Dallas,
Philadelphia, Phoenix, San Antonio, and San Diego-- largest
U.S. cities) we will have wings painted onto the sides of
a building for photo opportunities. This will promote
the “Earn Your Wings” campaign and we will encourage
engagees to tag their pics with #EarnYourWings.
Guerrilla
Advertising
The guerrilla advertisements were chosen in these locations
based on busy traffic and effectiveness. Airports, billboards
and large, open walls instantly capture a person’s attention.
76. 75
The dominant form of transportation in New York City is
by subway. With the heavy traffic, commutors often stop
to take a rest while waiting for the next train.
77. Airport Runway
We will have a banner on a moving walkway within the
country’s busiest airports that mimics a fashion show
runway encouraging consumers to “Earn Your Wings”
and win a trip to “Heaven”. They will run for the month
of December to capitalize on holiday traveling.
Featured airports: LAX, DFW, and JFK.
out-of-home
Total investment of $259,350 to run
in Dec. ‘16 and June ‘17.
79. Spotlight
Investment of $92,500 throughout the 2017 year, leading up
to the Fashion Show.
The Victoria’s Secret Angels light up the VS
brand. By placing the “Earn Your Wings” spotlight
advertisements in bright cities like NYC and Las
Vegas, we will attract attention to the Angels driving
consumers into stores and online to find how to earn
their wings.
82. 81
digital billboard
In one of the busiest cities in the world, digital advertisements, like
the one below, capture people’s attention on a daily basis.
Cost: $361,350
Location: New York City
83. Media Objective
To reach at least 40% of our target audience consisting of women between
the ages of 18-34 who typically have a higher education and a relatively high-
er income with an average frequency of 3+ over the course of our 12 month
campaign.
Provide a national media plan that focuses on traditional and nontraditional
media with a majority of the budget spent during January through June while
we roll out the other two components of our Earn Your Wings campaign.
84. 83
Media Mix
Traditional Media New Media
Out-of-home (OOH)
TV
Digital Media
Social Media
Based off of extensive MRI+ research, we have determined our me-
dia mix will consist of traditional and new media. For traditional, we
will be implementing out-of-home and television advertisements.
For new media, we will utilize digital and social media.
85. Geographical
Strategy
According to MRI, these urbanized areas include where our target audience engages
heavily with Victoria’s Secret. We will focus our messaging in these regions, with a high
emphasis on the Southwest and Mid-atlantic regions.
87. Media Selection
strategy
According to the VALS & MRI report our target audience enjoys viewing
the Victoria’s Secret Fashion show each year. The index for our target
market was 181 when asked if they watched the Victoria’s Secret Fashion
show in the last 12 months. Although the index for our target audience
using TV to keep them up to date is <100 we believe that since we are
only advertising during the show they will be engaged with our loyalty
program.
TV
Social
We are choosing to run social media campaigns, because our target
audience has specified that they prefer to hear about news, deals and
promotion through their social media accounts. Social media has be-
come an integral part of our target’s day to day lives. We chose to use
Facebook, Instagram and Twitter, because our data suggests that these
are the most effective social media sites to use in order to reach our tar-
get audience.
88. 87
Outdoor/ Events
We have selected to run out-of-house advertisements because
according to our target audience, they crave to be different. These
consumers want something innovative and exciting, and our ideas for
outdoor will be able to fulfill our consumer’s requests. Our ideas for
outdoor will include enticing guerilla advertisements, digital billboards
and airport ads.
Digital
Pandora and Hulu Streaming music and TV shows is one of the most
popular pastimes of the millennial generation. According to a study
done by the technology firm ClearLeap,70.32% of Millennials currently
subscribe to some type of streaming service. Our MRI research indicates
that both Hulu and Pandora have high index ratings within our target
market. Hulu’s index rating was listed at 219 and Pandora’s was listed at
Pandora CPM: $20
Hulu CPM range: $25-$30
Budget: $2,650,000
89. Q4 | 2016 (Sept-Dec)
Exclusive “Secret” announcement via SnapChat Live Feed
Introduce “Angel Advantage App” at December VS Fashion Show 2016
Run two 15-second spots during peak viewership time slots
Roll out airport runway advertisements in three major airports
Implement social media
Q1 | 2017 (Jan-March)
Unveil Fantasy Box in January 2017
Subway Advertising
Pandora/Hulu 15-sec spots
Implement social media
seasonal strategy
90. 89
Q2 | 2017 (March-July)
Launch “InstAngel” Instagram account during VS Swim Fashion Show in
March 2017
Roll out airport runway advertisements in three major airports
Implement social media
Q3 | 2017 (July-Sept)
Select “Earn Your Wings” contest winners
Continue to engage all consumers via social media
92. 91
We will be able to measure the campaign’s success
in many different ways. Since "Earn Your Wings" is a
tiered engagement program we can start by seeing the level
of engagement for each of the three new installments.
From the app store we will be able to track downloads
and with the three step process we can see how many
people entered into our campaign. This campaign will help
engage our primary audience as well as reach a
wide variety of secondary audiences.
94. 93
Thank you for reading!
Here’s some top secret info
about our crew:
Max Bunch:
Marketing Major with a focus in Advertising.
I contributed to this campaign with creative insight, promotional ideas and am one of our
pitch presenters.
Special skills include:
Can hold breath for up to two minutes
Avid freestyle rapper and beatboxer
Once landed a front flip NOT ON TRAMPOLINE
Local heartthrob ;)
Sarah Dearing:
Advertising Major with a Minor in Spanish.
Skill set:
Netflix aficionado
Avid pizza eater (I mean veggies)
Owns a Kylie Lip Kit
I contributed to this campaign with my creative, out-of-the-box ideas and designs
I aspire to become the next Victoria’s Secret Angel
95. Erin Nelson:
Public Relations Major. I most liked the creative aspect of producing innovative material to
make consumers feel special and important from the company.
Skill set:
Guacamole enthusiast
Driving off route to find a Sonic
Can keep one eye crossed and the other moving
Will Parker:
Marketing Major with an Emphasis in Advertising. I enjoyed the primary and secondary re-
search which helped lead us to find our key insights.
Skill set:
Can run a 5k in under an hour
No food allergies
Above average story teller
Jade Richardson:
Public Relations Major with a minor in Enterprise Studies. This semester has provided ex-
cellent hands-on experience to take into the “real world”. I have most enjoyed my team and
their willingness to come together with fresh innovative ideas to produce this one-of-a-kind
holistic communications campaign.
Skill Set:
Avid do-gooder
Will burst out into dance and song anytime, anywhere
Great with #hashbrowns
96. 95
Kelsey Rivera:
Public Relations Major with a History minor. Constantly learning from my team members
while creating this book has been one of the most rewarding aspects of my time in Gaylord
College.
Skill Set:
Expertly quotes and recognizes dialogue from the movie Holes
1994 Gerber Baby runner-up
Always up for dessert
Jiani Wu:
Marketing Major with Advertising option.
This is my last project in my college life but most valuable. We created an excellent book
from “zero” three months ago. I enjoyed this process of overcoming challenges and devot-
ing our passion and innovation.
Skill Set:
Collecting photo galleries as many as I can in life
Did Bungee Jumping and desiring to try skydiving in the future
98. 97
4/22
Creative Brief &Campaign Concept
BRand Idea /
Communication
Objective
To market a next level engagement program by
creating a contest through the brand's image of
desire and beauty; Heaven-sent rewards provides
an opportunity to make the consumers feel closer
to Victoria’s Secret’s Angels, all while being
rewarded through their loyalty.
Problem & Opportunity
Problem:
Our biggest problems in this campaign will be relating this unique engagement program to
be Victoria’s Secret brand specific and maintaining innovative rewards that are
continually enticing to the consumer. While our main objective is to create a new and
exclusive engagement program to enhance customer loyalty, we must consider the key
components of the brand and introduce those aspects to the rewards program. Our secondary
research has revealed that the most successful engagement programs are centered around a
brand theme and constant engagement with the consumer.
Opportunity:
Loyalty is about the relationship we have with our consumers and requires a seamless,
compelling, and personalized brand experience on a regular basis. We have the opportunity
to develop a rewards program that builds that relationship between our brand and our
consumers, while providing the consumer exclusivity to the product launches, the
annual fashion show and other VS events. We want all of our consumers to realize that
joining our “Secret Service” is the best possible way to keep in touch with the brand, while
also receiving major discounts and promotions. Through an advanced engagement program
we will be able to create a VS community that delivers relevant and customized program
information with effective brand communication.
Key Insights
1. People are competitive in nature and desire to succeed and be the
best
2. Reward and return from an engagement program is essential to
consistent use
3. Victoria’s Secret is well known for their sexy brand and creates a
desire to be like one of their angels.
4. Customers are looking for an engagement program that
continually provides for them and has a wide variety of options
5. People want to be rewarded without having to put a lot of effort
into the program
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Challenge
s:
Consumer awareness about the engagement program is low
Consumers have generally negative attitudes towards credit cards and
engagement programs
Uprising competitors offer the same designs at cheaper rates
There is no bridging engagement program between Victoria’s Secret and PINK
Research has shown that consumer awareness, attitudes, and behaviors toward loyatly programs are low.
This moral provides the following challenges for Victoria’s Secret:
Current & Prospective Customers:
Victoria’s Secret’s current shoppers are women who have the desire to shop for
the latest trends in sensual fashion. They prefer to shop from the catalog or
website, and only shop in-store if they are out and about.
Prospective customers for Victoria’s Secret includes millennials, PINK gals, and
current Angel Card Holders. Millennials love the quality and fashion of this brand,
while teens are in need of a go-to brand for women’s intimates, PINK provides an
appropriate experience for the younger audience. Angel Card Holders are already
loyal to the brand but lack constant engagement with Victoria’s Secret.
Geographical Strategy:
Victoria's
Secret’s current
marketing
regions are
located in the
Northeast,
South and
Midwest
regions.
Purchase
Cycles:The most profitable time of year for Victoria’s Secret is the Christmas season. The Victoria’s Secret
Fashion Show is strategically placed ahead of the Christmas season and contributes to the majority of the
brand’s annual sales. Valentine’s Day follows as the second biggest customer purchasing time. One-third
of Victoria’s Secret’s highly-seasonal sales occur in the fourth quarter, which is also typically its most
profitable quarter.
January is a key purchasing time as the company holds a semi-annual sale then to help prepare for
Valentine’s Day.
June is another large draw because of the summer semi-annual sale.
This provides us with consumer habit knowledge and gives us an estimated time frame as to when our
potential consumer can be optimally reached.
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Marketing/Communication Strategy:
When it comes to Victoria’s Secret’s marketing and communication
strategies, they have high involvement in promotions, events, email,
social, mobile and the website. Their biggest marketing event is The
Victoria’s Secret Fashion Show held each year before the most
profitable holiday season, Christmas.
+
Knowing the brand's current marketing tactics allows us to target the audience most
efficiently. Launching an engagement program via CBS will reach the largest consumer pool.
Competitive Analysis
There are three main competitors for Victoria’s Secret:
American
Eagle’s Aerie
More designs,
cheaper prices,
Loyalty rewards
AdoreMe
Same designs,
cheaper prices,
VIP membership
Nordstroms
Moderate quality,
competitive prices,
Rewards program &
CreditCard
Victoria’s Secret Competitive Set
Nordstrom
Loyalty program gives 1 point for every $1 spent.
Victoria’s Secret Competitive Set
American Eagle’s Aerie
Loyalty program allows consumers to earn 1 point for every dollar spent.
Points are totaled every 3 months, then rewards are sent.
Rewards include: 15% off the month of your birthday at AE or Aerie when you
share your e-mail.
Free Aerie Bra: Buy 5 Bras Get the 6th Free.
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Victoria’s Secret Competitive Set
AdoreMe
AdoreMe offers customers a VIP Membership.
● Perks include:
○ $10 off any style, anytime!
○ Your first style for $24.95.
○ Every sixth set is free!
○ Free Shipping and exchanges.
○ Exclusive access to VIP sales and sets.
Media Data:
Victoria’s Secret
26,912,249 followers
9.07M followers 1,495 likes
32.7m followers
952,746 followers
Media Data:
● Commercials appeal to the consumer through their senses of sight
and sound, which in turn can create a greater emotional reaction, as
opposed to audio or sight alone.
● Victoria’s Secret launches TV commercial through networks (ABC,
CBS, Fox and NBC) and cable (TNT, AMC)
● Magazines are another good medium because they have long
shelf life, are colorful, and consumers purposefully revisit their
favorite magazine.
● Victoria’s Secret launches advertisement on fashion based
magazines, like Lucky, Glamour, Elle, TeenVogue, Cosmopolitan,
and Allure.
○ Millenials send $$ on magazines more frequently then the
older audience.
Perceptual Map of Consumer Engagement
with Loyalty Programs
High Engagement
Low Involvement
Low Value Variety of
Rewards
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SWOT: Strengths
The brand is highly recognized, nationally
Known for quality products
Easily accessible with multiple locations and platforms
Socially interactive with the consumer
Excellent customer service
Extremely popular annual fashion show
SWOT: Weaknesses
Products are high-priced and consumers often do not get enough incentive to
be loyal, consumers shop less often
Millennials are apprehensive to term Angel “credit card”
Less interest from older women who influence their daughters’ buying decisions
Angel Card Holders are older, more established women
SWOT: Opportunities
Improve brand image current and potential customers
Campaign launch: ”Earn Your Wings”
Continual engagement with consumer
Social interaction with the consumer
Special cross-over promotional deals with various types of products
SWOT: Threats
Competition: Aerie, Adore Me, Gap Body, Nordstrom
All provide loyalty engagement and similar products
Others seeking more beneficial rewards program
Millennials and current shoppers want more than they are willing to give
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6
Primary Target Audience
Millennial Women
Victoria’s Secret’s Primary Target Market is the millennial woman. This consumer wants to feel and
look sexy, which is why she shops at Victoria’s Secret. Whether she is buying lingerie for casual wear or
for a night to impress, Victoria’s Secret caters to her needs and wants with the highest quality
products. As an emerging professional and young adult, millennials are reluctant to sign up for retail
“credit cards” whether they giving rewards or not. But she still enjoys shopping and is encouraged to buy
with promotions and effortless rewards. She is both digitally and socially active and can always be
reached on her cell phone.
Age: 18-34
Middle-class
wants to feel and look sexy
high quality productsperfect lingerie
Secondary Target Audiences
PINK Gals
Victoria’s Secret’s PINK line caters and attracts a younger market. These are high school and
college aged women ranging from 15-21 years old. The bright colors, trendy prints, and smaller
attire appeals more to these fun loving consumers than the predominantly sexy lines of Victoria’s
Secret. The PINK line encourages young consumers to come into the store and provides an
acceptable method for introducing the lingerie market and VS brand to younger women.
Credit Card Angels
Current Angel Credit Card holders, ages 28-42, are middle to upper class women with a steady
income. They likely hold other credit cards for rewards and benefits and are loyal to brands
that give back. These women are digitally and socially established, and rely on social media to
know the hottest trends and biggest topics.
Personas: $arah the $pender
Stacey is a 22-year-old recent college graduate, who values saving money.
She currently has a job at a large PR firm in Atlanta, Georgia.
She grew up wearing PINK and transitioned to Victoria’s Secret when she
was in college. Stacey prefers higher quality over cheaper priced items, but
always is willing to value a dollar.
She downloads apps in order get discounts and promotions, but then
deletes them after they've been used.
She is in a committed relationship with her boyfriend Tom and currently lives
with him in Atlanta.
In her spare time she enjoys shopping, watching Netflix and going out with
her friends.
Stacey uses Facebook 5 times per day, Instagram’s two photos a week and
tweets about once a week.
Personas: Loyal Lucy
Lucy is a 29-year-old secretary for a big time banking company.
She is recently engaged to her fiancé, Roy, and they have
decided to invest in their first home in Dallas, Texas.
Lucy is brand loyal and doesn’t like to buy anything that’s low
quality. She is engaged in many loyalty programs and enjoys
using apps like Starbucks, Hobby Lobby and Target CartWheel
in order to receive discounts and feel special.
In her free time she likes to watch sporting events with Roy,
workout and shop.
She’s very active on Facebook, LinkedIn, Twitter and
Instagram.
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Communication Objective Problem/
Opportunity:
Objective: Create a next level engagement program that is able to attract and retain membership
among Victoria’s Secret’s primary and secondary audience.
Problem: Consumers are not looking for a credit card especially with the primary market for Victoria’s
Secret. The pink nation app also needs to be more intertwined with other functions of the store.
Opportunity: In order to capitalize on the primary & secondary audience Victoria’s Secret must create
a rewards program that is engaging and easy to use. The next step after the credit card and Pink
Nation App. is to combine the efforts and create one rewards program for both Victoria’s Secret and
the Pink brand.
Key Insight/Strategy
People are competitive in nature and desire to succeed and be the best reward and return from
an engagement program is essential to consistent use Victoria’s Secret is well known for their
sexy brand and creates a desire to be like one of their angels.
Customers are looking for an engagement program that continually provides for them and has
a wide variety of options.
People want to be rewarded without having to put a lot of effort into the program.
Source
s:http://www.elle.com/culture/g25697/history-of-sexy-lingerie/?slide=9
http://time.com/3553997/modern-bra-history-1914/
http://www.businessoffashion.com/articles/intelligence/inside-the-economics-of-your-underwear
http://www.forbes.com/sites/danalexander/2014/09/30/victorias-other-secret-the-low-key-billionaire-behind-the-lingerie-giant/
#2715e4857a0b577ebb6012be
http://www.nytimes.com/1986/08/24/business/lingerie-s-great-leap-forward.html
http://articles.latimes.com/1999/apr/10/business/fi-25916
http://www.techinsider.io/history-of-the-victorias-secret-fashion-show-2015-12
http://query.nytimes.com/gst/fullpage.html?res=9D05E4DC1F30F936A25754C0A9609C8B63
http://www.wsj.com/articles/SB120421181615799917
http://www.forbes.com/sites/natalierobehmed/2015/12/08/the-business-of-the-victorias-secret-fashion-show/
#2715e4857a0b9ae833b41bb1
Sources
(cont.):http://www.businessinsider.com/victorias-secrets-crazy-history-2015-7
http://elementthree.com/blog/brand-development-victorias-secret/
http://www.capitalcube.com/blog/index.php/l-brands-inc-value-analysis-nyselb-january-25-2016/
http://www.forbes.com/sites/greatspeculations/2014/03/24/american-eagles-aerie-can-adopt-competitor-victorias-secrets-ways/
#5f076a196c81
http://multichannelmerchant.com/infographics/victorias-secret-dominates-on-social-media-09022015/
https://www.clickz.com/clickz/news/2418492/and-the-winner-of-social-media-is-victorias-secret-study
http://www.reviewjournal.com/business/money/cvs-target-21-best-loyalty-rewards-programs
http://www.bloomberg.com/bw/stories/2007-05-10/the-problem-with-loyalty-programsbusinessweek-business-news-stock-market-
and-financial-advice
http://loyaltyandcustomers.com/2010/11/pros-and-cons-of-rewards-programs/
http://www.dispatch.com/content/stories/business/2015/11/19/l-brands-shifting-lingerie-sale-to-december.html
http://www.reviewjournal.com/business/money/cvs-target-21-best-loyalty-rewards-programs
106. 105
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1
Goals,
Objectives, &
STrategies
The Goal:
To improve and enhance the existing Victoria’s Secret’s
rewards programs while developing new tactics to further
increase brand awareness, engagement, and loyalty.
Objectives:
1. Increase rewards program membership 30% by the end
of fiscal year 2017 (November 30, 2017).
2. Increase app downloads by 30%.
3. Increase social media followers by 40%.
4. Expand Victoria’s Secret’s digital presence and create
an application that applies to both the primary and
secondary audience
Strategies: Integrated Application
Create an application that combines the Victoria’s Secret
app and Pink Nation app into one easy to use platform.
Multiple functions allowing information related to:
Victoria’s Secret’s catalog
New Lines
Behind The Scenes with the models
Exclusive promotions and sales
Track of purchases, points, and rewards
107. 4/22/16
2
Strategies: Subscription Box
- Create a monthly subscription box that includes
promotions and sample products to engage consumers.
- Distribute the first month’s subscription box for free
when a customer becomes an Angel Card member
- Provide rewards program charm/card in subscription
box connecting new application, credit card, and social
media
Tactic #1
Angel App
- Points system: Spend $1 per point. Use app or Charm
in-store or online.
- Implementing the “Angel’s Wallet” Program in App
- Provide exclusive promotions and product details to
App community
Tactic #2
Contest, Fashion Show & Reward’s Program
- During the fashion show season, implementing a
contest: if you spend x-amount of points you are
entered in a chance to win a paid trip to the VS fashion
show.
- Customers engaged via Angel app, social media, and
rewards program receive this exclusive offer
Tactic #3
Victoria’s Secret Service
- A scavenger hunt through social media.
- Facebook
- Instagram
- Twitter
- Instagram Tiles
- A tag within a tag leading to pages with secret rewards and
special promotions.
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1
Primary Research
March 26, 2016
Earn Your Wings
The “Earn Your Wings” campaign focuses on a next level loyalty and engagement
program for Victoria’s Secret. Our goal is to introduce an innovative engagement program
that appeals to the digital and social nature of millennial consumers and incentivizes them
to engage with Victoria’s Secret to the fullest.
Objectives:
To increase Angel Card membership from 16% to 30% by the end of fiscal year, 2017.
To decrease the number of one time app users from 50% to 30% by the 2017 VS
Fashion Show.
To increase social media interaction 30% by the end of fiscal year, 2017.
Earn Your Wings
A combination of our app, Angel Advantage, the Fantasy Box and social media
engagement to produce loyal consumers
Interaction includes behind-the-scenes looks at Victoria’s Secret events and the Angels’
lives. Points leaderboard within the app and social media interaction with our
InstAngel account.
The Fantasy Box allows subscribers to personalize their products and receive exclusive
items unavailable to the general public
Research Background
To find out more about the our primary and secondary audiences’ views on Victoria’s
Secret’s engagement and loyalty program we conducted two types of research, determine
key insights about our audience and what makes them interested in loyalty/engagement
programs.
Secondary Research
We were trying to target and what their views were regarding Victoria’s Secret
Primary Research
We conducted a quantitative survey that provided us with key insights about our target audience
Our qualitative research consisted of 2 focus groups and 10 one on one interviews.
109. 4/12/16
2
Primary Target
Millennial Women
ValuesThis consumer wants to feel and look sexy, which is why she shops at
Victoria’s Secret. Whether she is buying lingerie for casual wear or for a nightto
impress, Victoria’s Secret caters to her needs and wants with the highest quality
products.
Platforms She is both digitally and socially active and can always be reached on
one of her devices. She stays connected through social media and is an avid
technology enthusiast.
Behaviors As an emerging professionaland young adult, millennials are reluctant
to sign up for retail “credit cards” whether they are given rewards or not. But she
still enjoys shopping and is encouraged to buy with promotions and effortless
rewards.
Secondary Targets
PINK Gals
Values These are high school and college aged women ranging from 15-
21 years old. The bright colors, trendy prints, and smaller attire appeals
more to these fun loving consumers.
Platforms This consumer is always on social media like Facebook,
Instagram, and SnapChat. She also loves to read gossip about the biggest
brands and latest hot topics on entertainment apps.
Behaviors She is reluctant to enter a lingerie store but dreams of lace
and sass, which attracts her to the PINK brands. She is fashionable and
looks to celebrities like Kendall and Kylie Jenner for style inspiration.
Having little to no income, she likely shops at PINK/VS with her mother.
Credit Card Angels
Values This consumer is devoted to her career and enjoys the
benefits of having a well paying job. She craves intimacy from her
partner and appreciates quality products that fit well and boost
confidence.
Platforms Along with her professional career, she is digitally and
socially established and relies on various social media for
networking.
Behaviors She currently holds a VS Credit Card as well as multiple
others for the rewards and benefits provided. These women maintain
their debts and remain loyal to brands that give back, but will not
hesitate to turn from companies she disagrees with.
Our secondary target audience is two different types of people. PINK Gals as well as the Credit
Card Angels represent the outliers of our research who do not quite fit in our target audience.
These two groups have key psychographics that separate them from one another.
Primary Research
Primary Research
221SURVEY
RESPONDENTS
2
FOCUS GROUP
10PERSONAL
INTERVIEWS
110. 109
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3
Survey Introduction
Survey Monkey
February 19-March 23, 2016
Our survey consisted of 28 questions that allowed us to learn more about the consumer's thoughts on loyalty
programs. The survey link was distributed via email, Facebook and text messaging. These distribution methods
enabled us to reach a large audience that gave us a wide range of responses. The survey has accumulated 221
responses. With the Survey Monkey tool, we were able to visually retrieve and compare participants’ responses.We
began by asking demographic questions to discover characteristics about the participants. Then, we transitioned into
discovering their opinions of the products using ordinal questions. To lead into questions regarding the Angel Card
and loyalty engagement, we asked how frequently and how much each consumer spent, on average, at Victoria’s
Secret. The survey then concluded with questions about their social media engagement with the brand and the other
retail outlets they use to shop for lingerie.
Survey Insights
AGE
REGION
While the majority of our respondents ranged widely in age, we were able to find that those ranging
from 19-26 were most interested in the brand. The majority of respondents at 57.08% were in the
South. We will use this information for our future media plan in order to reach our audience.
Survey Insights
VS SHOPPING FREQUENCY
VS BRAND
LOYALTY
Victoria’s Secret continues to have a
solid consumer base that is brand loyal.
However, our research showed that over
49% of respondents were likely to shop
at other stores for intimate apparel. This
shows us that Victoria’s Secret has a lot
of room to capture market share.
Finding out the respondent’s shopping
frequency allowed us to understand their
shopping patterns. The respondents
were more likely to shop bi-annually and
annually. The end goal is to make sure
these consumers keep coming into the
store and we can capitalize on that with
“Earn Your Wings”.
Survey Insights
$$$ SPENT
ANNUALLY
SEASONAL PURCHASING HABITS
The majority (35.81%) of our target
audience spends from $50-$99
annually at Victoria’s Secret. The
next mostcommon amount spent
annually was between $100-$149
(22.79%).Few spent over $200,but
about17% spent less than $50
annually.
Predominantly, most respondents
shopped during VS’s semi-annual
sale. The nextmost popular times
were Spring and after receiving a
promotionalemail. Fall/Winter were
listed as the least popular times to
shop.
Christmas and “other” were listed as
the most popular reasons to shop.
Followed by birthday, then
Mother’s Day.
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Focus Group Introduction
Traditional Focus Group
Sunday, February 8, 2016 at 4-5pm
Focus Group Room in Gaylord College
Millennial Generation- ages 18 to 22
7 participants (all female)
We began by recruiting our participant’s through social media and word of mouth.We conducted the focus group in this room because
we were able to record the participants’ conversations as well as their emotional responses.This room provided us with a quiet
atmosphere and provided zero distractions. The focus group was structured traditionally but we allowed and encouraged conversation to
flow.All of the participants were encouraged to talk and give their own insightwhich gave us quality ideas abouta nextlevel
engagement program as well as their views on Victoria’s Secret and PINK.Our focus group began with getting to know the participants
and asking about their views of Victoria’s Secret and PINK.From there we moved onto questions aboutloyalty and engagement
programs and the respondents likes and dislikes about these programs.After learning their views of the brand and loyalty programs we
were able to dive into the specifics aboutapplications, social media, and home deliveries (i.e. Birchbox).Each one of these topics
helped us pick the brains of the consumer and what made them interested in being apart of a rewards program specifically related to
Victoria’s Secret. We used this funnelapproach in order to probe the respondents to discuss their views on all of these topics in more
detail.
Focus Group Insights
From the start, participants were willing to voice their opinions about Victoria’s Secret and
PINK, and all agreed on most answers that were given.
The participants said they do not and will not partake in an engagement program with
PINK because they saw PINK as being associated with a younger audience. None of the
women owned an Angel Card, but expressed they would participate in an active
engagement program, specifically an interactive smartphone app. The women liked the
exclusivity idea of product sneak peeks and interaction with the Victoria’s Secret Angels.
Focus Group Insights
The Fantasy Box was viewed by the focus group as being an excellent idea that needed to
be introduced. In order to subscribe, the women wanted the ability to personalize their
items to ensure they were receiving their money’s worth. Each participant agreed they
would like to receive exclusive items for Fantasy Box subscribers and unreleased products.
We found that the participants would enter an interactive contest for a special giveaway,
but only at a more local level. Participants conveyed they are more reluctant to enter a
contest if, initially, they are competing against millions of people. All agreed they would
participate in a contest if smaller prizes were awarded locally that eventually built up to
the grand prize.
Interviews Introduction
One on one Interviews.
Took place March 21-23rd, 2016.
All seven of our team members were tasked with holding two 1 on 1 interviews. The interviewees consisted of
females ages 18-34 years old. We were able to obtain 10 personal interviews that gave us some key insight,
affirmation and direction for our campaign. We were able to conduct these personal interviews through the use of
social media as well as friends and family that were willing to participate. We asked questions regarding the
Victoria’s Secret brand, Pink Nation, Angel Cardholders and loyalty program expectations. The majority of our
interviews were conducted in person.
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Interviews Insights
Personal interviews confirmed what was revealed in the focus group. Millennials don’t want to
download apps that do not possess constant value. If an app lacks engaging content the
respondents felt that the app did not need to be on their phone. This often leads to the PINK and
Victoria’s Secret apps being deleted or completely forgot about and unused.
They also want to have a more personal connection to the models. They want to know what they
are doing and learn how they can do it themselves. National sweepstakes are too overwhelming
in their eyes. Respondents believe it’s impossible to win on such a big scale. Regional or local
prizes would be more enticing.
In addition it’s primarily the younger generation that cares about connecting and behind-the-
scenes content. Older women are primarily interested in discounts.
Interviews Insights
The “Fantasy Box” subscription service was well received, however cost was a concern for
many. People were concerned they wouldn’t get their money’s worth. A quarterly subscription
was the overall favorite, with most interviewees preferring to pay more for personalization and
larger items than sample sizes.
The driving force for many people to participate in all aspects of our loyalty program was
exclusivity. For their effort, people want to have access to products and experiences that others
do not.
“I want an easy and effortless engagement program that benefits me and makes me feel important.”
-This is key with our target audience wanting to be rewarded for minimal efforts. Creating this loyalty program
comes down to playing off the primary and secondary market’s sense of pride.
“Personalization is important for sure. I never want to get things like that that I know I’m not interested in.”
-In order to encompass our key demographics we must allow for customization and freedom within the app and fantasy box.
“I’m reluctant to download the app because there hasn't been anything that intrigues me about the current
app. I can find the same information online.”
-The most important thing to realize is that our audience wants to constantly be engaged so having an engagement
program that truly is engaging is key to our success.
“The main reason I don’t sign up for loyalty programs is because of all the reminders and junk mail that I
receive. Emails with reminders of minor details or sales that are only ten or fifteen percent off which doesn't
make much of a difference.”
Through our survey, focus groups, and personal interviews, we learned that millennials believe they
deserve something out of the engagement program and that they do not want to put alot of time and
effort into the program. They think that an engagement/loyalty program that consists of a phone app
needs to be constantly providing and worth their time. Our target audience is active on social media
but in order to follow a brand the content needs to be like the app, creative and innovating. When it
comes to the “fantasy box” customization is key and users of this service need to be in control and get
a favorable return on their investment. Although our target audience wants to becontinually
rewarded, they enjoy and favor competition. This is a huge benefit for us because our “Earn Your
Wings” campaign can use rewards and competition to continually attract, engage, and create loyal
consumers.
Conclusion
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References
Primary Research References
MRI+
Focus Groups
Survey Monkey
Online sources
http://www.reviewjournal.com/business/money/cvs-target-21-best-loyalty-rewards-programs
http://www.bloomberg.com/bw/stories/2007-05-10/the-problem-with-loyalty-programsbusinessweek-business-news-stock-
market-and-financial-advice
http://loyaltyandcustomers.com/2010/11/pros-and-cons-of-rewards-programs/
Other sources
Conferences: Monica Mitro
117. 4/22/16
1
Creative Brief &Campaign Concept
BRand Idea /
Communication
Objective
To market a next level engagement program by
creating a contest through the brand's image of
desire and beauty; Heaven-sent rewards provides
an opportunity to make the consumers feel closer
to Victoria’s Secret’s Angels, all while being
rewarded through their loyalty.
Problem & Opportunity
Problem:
Our biggest problems in this campaign will be relating this unique engagement program to
be Victoria’s Secret brand specific and maintaining innovative rewards that are
continually enticing to the consumer. While our main objective is to create a new and
exclusive engagement program to enhance customer loyalty, we must consider the key
components of the brand and introduce those aspects to the rewards program. Our secondary
research has revealed that the most successful engagement programs are centered around a
brand theme and constant engagement with the consumer.
Opportunity:
Loyalty is about the relationship we have with our consumers and requires a seamless,
compelling, and personalized brand experience on a regular basis. We have the opportunity
to develop a rewards program that builds that relationship between our brand and our
consumers, while providing the consumer exclusivity to the product launches, the
annual fashion show and other VS events. We want all of our consumers to realize that
joining our “Secret Service” is the best possible way to keep in touch with the brand, while
also receiving major discounts and promotions. Through an advanced engagement program
we will be able to create a VS community that delivers relevant and customized program
information with effective brand communication.
Key Insights
1. People are competitive in nature and desire to succeed and be the
best
2. Reward and return from an engagement program is essential to
consistent use
3. Victoria’s Secret is well known for their sexy brand and creates a
desire to be like one of their angels.
4. Customers are looking for an engagement program that
continually provides for them and has a wide variety of options
5. People want to be rewarded without having to put a lot of effort
into the program
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Our Proposition is:
“Our Rewards Are Heaven-Sent”
Our message surfaces emotions of excitement and
mystique to attract consumers to Victoria’s Secret’s
new and personable engagement program.
Heaven-Sent Rewards benefit the consumer in a
simple and personable fashion, eliciting feelings of
importance and exclusivity. Thus, transforming a
happy consumer into a loyal consumer.
Strategy
FROM TO
· A generic rewards
program
· Lack of knowledge
about the rewards
· Instant fear of a credit
card
· Goal of 3% of
customers/day become an
Angel Card holder
· Happy and comfortable
consumer
· Excitement and
constant interaction with the
Victoria’s Secret app and
engagement program
· Feeling of personal
importance and privilege by
the company
· Develop a competitive
attitude to earn beneficial
rewards
· Loyal consumer
Call to Action
Victoria’s Secret has always been associated
with fantasy, exclusivity and unparalleled allure.
We hope that our consumers will associate our
engagement program with these same qualities.
Our multifaceted engagement program calls for
consumers to not only remain loyal to the
Victoria’s Secret brand, but also to take their
loyalty a step further. Steps such as downloading
the app, following and promoting the instAngel
account and earning reward points are all a part
of this process.
Why to Beleive?
From conducted field research through surveys
and one focus group, consumers want active and
constant engagement that extracts feelings of
excitement. Engagement with Victoria’s Secret
through an active smartphone app, interactive
social media accounts and a quarterly
subscription box will create enthusiastic and loyal
consumers. Our engagement program creates a
positive and advantageous experience for the
consumer.
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Tonality
Personabl
e
Sensual
Playful
Millennials are essential to
our target audience and our
research shows these
millennials want to connect
with the brand on a
personable level.
A playful tone will be
implemented when pushing
and teasing consumers to
join our heaven-sent
engagement program.
The tone of this campaign will
not stray away from the
original mission of the brand,
which is to make their
consumers feel “sexy,
sophisticated and forever
young.”
Brand Person:
If we could pick anyone to represent
Victoria’s Secret, it would be young
popstar sensation, Demi Lovato. Demi is
confident, sexy and always keeping up
with the latest trends. She doesn’t
necessarily care what anyone thinks, as
long as she is comfortable and feeling
herself.
“Never forget how beautiful you
are.”
- Demi Lovato
The Key to Our Success
● Our campaign will contain almost entirely
digital media. Success metrics will be
measured in terms of increasing membership
of loyalty program, numbers of application
users, and change in social media following.
● We use hootsuite to track our social media
data, google analytics to measure the
effectiveness of the loyalty program campaign
and full value of the mobile app.
Executional
Considerations
● We communicate our creative
content through our social media
profiles, the multi-functional
application and direct consumer
experience in store.
● Direct email & phone lines to get in
touch with any problems people
experience with the engagement
program
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Production Considerations
Our engagement program will feature three main components: a cross-platform
mobile app, an Instagram account, and a quarterly subscription box. The app will
require the participation of the Angel models.
Angel Advantage App InstAngel account
Fantasy Box● Mock app tutorial to
explore the different tabs
● Will require participation
of the models to provide
content- their tips for
fitness, beauty, and
behind-the-scenes
videos.
● Video tutorial of the
InstaAngel account
● A sample box with
items provided by
Victoria’s Secret
● Bralette, Lace
Panty, Lipgloss,
Body Lotion
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Public Relations Plan
April 7, 2016
Earn Your Wings
The “Earn Your Wings” campaign focuses on a next
level loyalty and engagement program for Victoria’s
Secret. Our goal is to introduce an innovative
engagement program that appeals to the digital and
social nature of the millennial consumers and
incentivizes them to fully engage with the Victoria’s
Secret brand.
Earn Your Wings
The incentive for consumers to engage with this
campaign is the grand prize of a “trip to heaven” with
heaven being the 2017 Victoria’s Secret Fashion Show.
Once you earn all of your wings, you will be entered into
the drawing for an all-expenses paid trip to the fashion
show taping in November 2017.
Target Audience
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Materials/Channels
Snapchat:
The campaign will be exclusively launched
at the annual fashion show through the live Snapchat
feed. During the filming in Nov., current app holders
will be invited to download the app first and begin
earning rewards before the general public. Angels
will be introducing a “secret surprise” through behind-
the-scenes snaps, both during the Nov. Snapchat
feed and the Dec. viewing feed, when the app will be
available to the public for download.
Materials/Channels
Instagram:
The new Angel Advantage app will be announced via an Instagram post,
following the “secret” reveal during the Dec. fashion show airing.
TV:
Two CBS commercial spots will air during the fashion show to reveal
exclusives within the new app.
Materials/Channels
Interactive Street Art:
In select cities (LA, NYC, Chicago,
Houston, Dallas, Philadelphia,
Phoenix, San Antonio, and San
Diego-- largest U.S. cities) we will
have wings painted onto the sides of a
building for photo opportunities. This
will promote the “Earn Your Wings”
campaign and people will be
encouraged to tag their pics with
#EarnYourWings.
#EarnYourWings
Materials/Channels
Airport Moving Walkway:
We will have a banner on a moving
walkway within the country’s busiest
airports that mimics a fashion show
runway encouraging consumers to
“Earn Your Wings” and win a trip to
“Heaven”. They will run for the month
of December to capitalize on holiday
traveling.
Airports: LAX, DFW, JFK
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In-Store Events: Work Your Wings
Each month, every Victoria’s Secret store will host a day where all loyalty program
members who come in and buy a complete lingerie set will receive a promo code
to send them to the next level and put them closer to the grand prize. The event
will feature a DJ, cookies in the shapes of wings and a photobooth to promote the
“Earn Your Wings” campaign.
Strategies and Tactics: Angel Advantage App
During the fashion show taping in Nov. 2016, the live Snapchat story will feature
the Angels teasing viewers about the new app as a “secret” only to be revealed at
the upcoming fashion show airing.
On the date of the Nov. 2016 taping a press release will be sent to the current
Angel Card holders to download the new app. This will give an exclusive reveal to
those actively engaged with the brand.
Strategies and Tactics: Fantasy Box
The Fantasy Box will be launched Jan. 1, 2017 through the app, social media and
in-store promotions:
In-store print advertisements
Employee mentions
Announcement cards given at check-out
The Fantasy Box will contain seasonal items varying from beauty, clothing and
intimate apparel.
Subscribers will receive a quarterly box for $40 ($55 value) and Angel Card
holders for $30.
Strategies and Tactics: InstAngel Account
The InstAngel Instagram account will be launched at the Swim Show in March,
2017. We will post on the Victoria’s Secret Instagram account routing the
audience to the InstAngel account launching the first promotional pursuit. The
Angels will flaunt the InstAngel account at the show while endorsing the promo
scavenger hunt on Instagram.
Consumers will be lead
through various accounts by
clicking on links embedded
into segmented photos,
hunting for promotional
codes that have been hidden
throughout the images.
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Execution Timeline
Q4|16 App ads and campaign promo
Q1|17 Fantasy Box available: Jan. 1, 2017
Q2|17 Social Media-InstAngel Account launched at Swim Show: March,
2017
Q3|17 National Winners: Reward point calculation
November ‘16
October ‘17
Our logic: Why this works?
By introducing the campaign at the Victoria’s
Secret Fashion Show 2016, it allows for ample
time to “Earn Your Wings” and also ties in with the
culmination of the campaign-- a trip to “Heaven”,
the 2017 fashion show.
The multiple platforms used will keep consumers
engaged and constantly looking for ways to earn
rewards without too much effort. Social media is
already such a large draw for millennials that the
campaign will flow seamlessly into their daily lives.
Thank YOU
References
Primary Research References
MRI+
Focus Groups
Survey Monkey
Online sources
http://www.reviewjournal.com/business/money/cvs-target-21-best-loyalty-rewards-programs
http://www.bloomberg.com/bw/stories/2007-05-10/the-problem-with-loyalty-programsbusinessweek-business-news-stock-
market-and-financial-advice
http://loyaltyandcustomers.com/2010/11/pros-and-cons-of-rewards-programs/
Other sources
Conferences: Monica Mitro
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1
Media Plan
April 10, 2016
Table of Contents:
I. Media Plan
A. Summary
B. Media Objective
C. Target Audiences
1. Media Consumption
D. Budget Breakdown
E. Geographical Strategy
F. Seasonal Strategy
G. Nationwide Strategy
1. Media Selections
H. Media Selection Rationale
1. TV
2. Social
3. Mobile
4. Outdoor/Events
I. Flowchart & References
Summary
The media budget is set at $5 million and our campaign will target the primary
audience while generating buzz across the United States. Our campaign will
pulse nationally all year and will have emphasis around major Victoria’s Secret
events and shopping habits. Our target audience consists of women who are
18-34 and crave excitement. They are heavy users of the internet and social
media, with moderate use of television. Our campaign will hit on all of these
mediums and focus most of our budget on outdoor and digital. We will be able to
hit our target audience as well as reach a wide variety of potential consumers.
Media Objective
To reach at least 40% of our target audience consisting of women between the
ages of 15-42 who typically have a higher education and a relatively higher
income with an average frequency of 3+ over the course of our 12 month
campaign.
Provide a national media plan that focuses on traditional and nontraditional media.
Focus a majority of the budget during January all through June while we roll out
the other two components of our Earn Your Wings campaign.
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Primary Target Audience
Millennial Women
Ages 18-34
Middle-class
Attended college
Works full-time
Uses the Internet to
Shop for products
Social network
Enjoys variety and the best quality
Is fashionable/Follows the latest trends
Craves excitement and likes to be different
“Is a spender, rather than a saver”
Secondary Target Audience
PINK Gals
Ages 15-21 (Average teens)
Low Income
Trust the Internet
Extremely active in social media
Follow celebrities
Credit Card Angels
Ages 28-42
Enjoy the challenge of doing something different
Trust internet and radio
Middle to upper class with a steady income
Media Mix
Traditional Media New Media
Out-of-home (OOH) Digital Media
TV Social Media
Based off of extensive MRI+ research, we have determined our media mix will consist of
traditional and new media. For traditional, we will be implementing out-of-home and
television advertisements. For new media, we will utilize digital and social media.
Media Consumption
Primary Target Audience (MRI+ Index)
Browse the Internet
Watch live TV
Social network (Facebook,
Twitter, Instagram)
Listen to Radio
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Media Consumption
Secondary Target Audience (MRI+ Index)
Browse the Internet
Watch live TV
Social network
Listen to Radio
Budget Breakdown
Total Budget: $5M
53%
4%
16%
27%
Geographical Strategy
According to MRI, these
urbanized areas include where
our target audience engages
heavily with Victoria’s Secret.
We will focus our messaging in
these regions, with a high
emphasis on the Southwest
and Mid-atlantic regions.
(MRI + Index)
Seasonal Strategy
Q4|2016 (Sept-Dec)
Exclusive “Secret” announcement via
SnapChat Live Feed
Introduce “Angel Advantage App” at
December VS Fashion Show 2016
Run two 15-second spots during peak
viewership time slots
Roll out airport runway advertisements in three
major airports
Implement social media
Q1|2017 (Jan-March)
Unveil “Fantasy Box” in January 2017
Subway Advertising
Pandora/Hulu 15-sec spots
Implement social media
Q2|2017 (March-July)
Launch “InstAngel” Instagram account during
VS Swim Fashion Show in March 2017
Roll out airport runway advertisements in
three major airports
Implement social media
Q3|2017 (July-Sept)
Select “Earn Your Wings” contest winners
Implement social media
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Seasonal Strategy (cont)
Our campaign is set up in a way to capture the most used mediums of our
primary and secondary audience. We begin our campaign in December
along with the fashion show in order to promote the Earn Your Wings
campaign . We begin with 2 :15 second advertisements on TV that
announce Earn Your Wings which brings more information on this
campaign to the consumers. December-June are going to be our heaviest
month because we will be rolling out the program and want to generate a
lot of noise. We will pulse in January-June with Facebook, Twitter, and
Instagram to coincide with the launch of InstAngel and the Fantasy Box.
We will also pulse with Hulu & Pandora during these months as well in
order to reach our target audience. Our outdoor advertising will focus on
specific months or go year round depending on the launch of the
program.
Nationwide Strategy
We will be utilizing digital, social, mobile, outdoor, TV for our Nationwide strategy.
Below is our rationale for this strategy:
According to MRI results, our target audience like to find out about products and
services through social media
They also like to rate/review online
Active to find current news and information through social
Like to receive exclusive offers, such as coupons and promos, in order to gain
access to VIP
MEMBERS ONLY is a big deal to our target audience
Media Selection Rationale
TV
According to the VALS & MRI report our target audience enjoys viewing the
Victoria’s Secret Fashion show each year. The index for our target market was
181 when asked if they watched the Victoria’s Secret Fashion show in the last 12
months. Although the index for our target audience using TV to keep them up to
date is <100 we believe that since we are only advertising during the show they
will be engaged with our loyalty program.
Media Selection Strategy
TV
During VS Fashion Show 2016
Two 15-sec spots
First spot: aired on first commercial break after the first round
Final spot: aired just before the final walk through
$100K/spot
Total Budget:
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Media Selection Rationale
Social
We are choosing to run social media campaigns, because our target audience has
specified that they prefer to hear about news, deals and promotion through their
social media accounts. Social media has become an integral part of our target’s
day to day lives. We chose to use Facebook, Instagram and Twitter, because our
data suggests that these are the most effective social media sites to use in order
to reach our target audience.
Media Selection Strategy
Social
The minimum bid for cost is $0.01 in Facebook, the average cpc for Facebook
is $0.40
The minimum bid for cost is $0.01 in Instagram, the average cpc for Instagram
is $0.42
Impressions of Twitter are free, the range of bid pricing option of tweet
engagement campaigns is from $1.50 to $2.50; the range of bid pricing option
of app installs or app engagement campaigns is from $1.95 to $3.25
Media Selection Rationale
Outdoor/Events
We have selected to run out of house advertisements because according to our
target audience, they crave to be different. These consumers want something
innovative and exciting, and our ideas for outdoor will be able to fulfill our
consumer’s requests. Our ideas for outdoor will include enticing guerilla
advertisements, digital billboards and airport ads.
Media Selection Strategy
Outdoor/Events
Digital Billboards:
Range of $3,500-$25K/location/4 week period for an ~8 second spot in a ~64
second loop
HWY 10 LA, HWY 75 Miami, HWY I 90E Chicago, HWY 495 NY, HWY 59/45 Houston
Las Vegas Blvd (Strip)
Airport Runway:
$43K, three major airports, 4 week period
DFW
LAX
ATL
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Suggestion
VS | SnapChat
Invest $750,000 for a “Sponsored lense” on Snapchat for 24hrs the day of the
Fashion Show
SnapChat is viewed by nearly 8 billion consumers daily
We feel it’s an effective way to reach our Primary and Secondary target
audiences
Suggestion
VS | Tunnel Advertisement
Submedia is a fresh and effective strategy to strengthen brands
Tunnel advertisement is developed a series of LED panels to be mounted on
tunnel walls, when a train passes the wall, these LED panels make a moving
images.
The advertisement will be seen by the thousands of people on a daily basis and
for most of the customers. Unlike billboards, there is no danger of distracting
customers with moving imagery while driving.
According to an Exinde Adworth study, 90% people remember subway
advertisements.
Thank you! References
Online Sources:
http://www.adweek.com/news/technology/snapchat-asks-brands-750000-advertise-and-wont-budge-162359
http://www.bluelinemedia.com/airport-advertising#formats
http://www.businessinsider.com/2008/6/hulu-ad-bargain
https://www.aan.com/uploadedFiles/Website_Library_Assets/Documents/7.Conferences/1.CONFERENCES/1.Annual_Meeting/
2014%20AMCO%20EMC%20Rate%20Card%20FPP.pdf
http://nymag.com/nymetro/news/people/columns/intelligencer/15156/
http://www.bluelinemedia.com/airport-advertising#top
https://www.marypomerantzadvertising.com/blog/media-placement-specialists
https://www.mastercard.us/en-us/merchants/grow-your-business/find-solutions-by-need/co-branded-cards.html
https://www.mastercard.us/en-us/issuers/products-and-solutions/customer-needs/mastercard-enterprise-partnerships.html
http://247wallst.com/special-report/2015/08/28/10-cities-with-the-worst-traffic/2/
http://archive.boston.com/business/gallery/mostcongestedcities?pg=8
http://www.enchantedlearning.com/usa/states/population.shtml
http://expandedramblings.com/index.php/snapchat-statistics/
http://ampagency.com/blog/what-happened-to-subway-tunnel-advertisements/
MRI+
Conferences:
Monica Mitro
