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Victoria's Secret Pitch Deck
- 1. Holistic Campaigns |may 3, 2016
- 2. Meet Our Team Top Secret Agency will be your best-kept secret.
- 3. The Assignment To create a next-generation loyalty and engagement program that extended beyond, but still included, the current Angel Credit Card and PINK Nation offerings.
- 5. SITUATION OVERVIEW • Only 16% of customers have the Angel Credit Card • Most customers physically come into the store once per year • Only 50% of VS app downloaders use the app once per year, with a decrease every year
- 6. DEFINING LOYALTY the quality or state of being loyal a loyal feeling : a feeling of strong support for someone or something (Merriam-Webster)
- 7. Adore Me VIP Membership $10 off any style, anytime Discount on first purchase Free shipping and exchanges VIP sales and sets Our Loyalty Competition Nordstrom $1 = 2 pts 2,000 pts = $20 “Nordstrom Note” Triple point days Early access to annual sales Aerie $1 = 1pt Points totaled every three months 15% off birthday month Buy 5 bras, get the 6th free Members only sales and events
- 8. s w o tStrengths weaknesses opportunities threats • High brand recognition • Known for quality products • Numerous store locations • Excellent customer service • Reluctance to sign up for credit cards • Angel Card and PINK Nation not combined • Low scale interactivity • No distinguishing benefits • Innovative • 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
- 9. perceptual map High Involvement Low Value Variety of Rewards Low Involvement
- 10. Target Audience
- 11. primary audience Millennials Ages 18-34 Middle-class Attended college Works full-time Uses the Internet to: Shop for products Social network
- 12. secondary audience PINK Gals Ages 15-21 (Average teens) Low Income Trust the Internet Extremely active in social media Follow celebrities for trends and fashions Credit Card Angels Ages 28-42 Enjoy the challenge of doing something different Trusts the internet and radio for information Upper-middle class with a steady source of income
- 14. Stacey the Spender Primary Persona Age: 22 Atlanta, GA Public Relations
- 15. Secondary Persona Age: 16 Los Angeles, CA High School Student Age: 29 Dallas, TX Finance Secretary Laura the Loyal Secondary Persona Trending Tracy
- 18. survey insights
- 19. survey insights
- 20. “Unless the app is always updating, I forget 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.” “I really appreciate businesses who take the time to appreciate me.”
- 21. campaign goal
- 22. the 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. HAPPY LOYAL
- 23. 1 objectives and strategies Objective 2 3Objective Objective To increase rewards program membership by 30% To decrease the number of one time app users from 50% to 30% To increase social media interaction by 30%
- 24. Main Message To market a next level engagement program through Heaven-Sent rewards. These rewards allow the consumer to feel a sense of importance and like an Angel, all while receiving rewards through their loyalty.
- 25. creative brief Insight: Millennials need constant engagement and attention. FROM TO • A generic rewards program • Lack of knowledge about the rewards • Excitement and constant interaction • Feeling of personal importance and privilege
- 27. creative concept
- 28. earn your wings
- 29. overview 1 2 3 A three tiered system that combines our concepts
- 33. Fantasy Box Quarterly Subscription Loyal Consumers: • $30/box • $27.50/box with subscription Typical Consumers: • $40/box • $35/box with subscription
- 34. work your wings In-store event Freebies and cookies!
- 35. media plan
- 36. Media Objective To reach 40% of our target audience 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.
- 37. geographical strategy Our focus will be in the following areas with a high emphasis on the Southwest & Mid-atlantic regions.
- 40. subway Location: New York City Cost: $25,800insert subway ad with #
- 44. 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 suggestion
- 45. budget breakdown total: $5.02 million TV: $215,000 Outdoor: $800,000 Digital: $2.65 million Social Media: $1.35 million
- 46. seasonal strategy Q4 | 2016 (Sept-Dec) Q1 | 2017 (Jan-March) Q2 | 2017 (March-July) Q3 | 2017 (July-Sept) • Fantasy Box • Subway Advertising • Pandora/Hulu • Social Media • InstAngel • Airport Runway • Social Media • “Earn Your Wings” Winner • Social Media • Snapchat Announcement • Angel Advantage App • CBS • Airport Runway
- 48. thank you
- 49. questions?