How Do You Viva Summer? ADV 420 - Rizzo

VICTORIA’S SECRETDigital Marketing Strategy

Target Where?

Concentrate on MLB Coastlines + MI

HOW DO YOU V.S.?

(¡VIVA! SUMMER)

The Campaign…

¡Viva! Summer Campaign

•Promote Active & Healthy Lifestyle through the

PINK loves MLB & VS Swimwear lines

GOALS

CHALLENGES _

CAMPAIGN INNOVATION & RETENTION

CONSUMER HYPE

CREATE HIGH VOLUME INTERACTION W/CONSUMERINCREASE PERSONAL RELATIONSHIP W/CONSUMER

PARTICIPATION

CREATE A CONTINUITY PLAN FOR LASTING CAMPAIGN

MEDIA MIX

Integrated Digital Media

• VIDEO CONTESTS YOUTUBE• PHOTO CONTEST VS MOBILE APP

•#VSVivaSummer TWITTER• HEALTH & FITNESS BLOG/VLOG

PINTEREST/YOUTUBE• INFORMATION HUB TUMBLR

BUDGET?

$15 Million

BUDGET ALLOCATION

Facebook10%

YouTube30%

Twitter10%

Tumblr20%

Pinterest10%

Mobile20%

Percent of Budget

FacebookYouTubeTwitterTumblrPinterestMobile

Measurement

FOLLOWERS LIKES INTERACTION BLOG/VLOG COMMENTS PARTICIPATION MENTIONS