VICTORIA’S SECRET�Digital 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/CONSUMER

INCREASE 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

Facebook  10%  

YouTube  30%  

Twi2er  10%  

Tumblr  20%  

Pinterest  10%  

Mobile  20%  

Percent  of  Budget  

Facebook  

YouTube  

Twi.er  

Tumblr  

Pinterest  

Mobile  

Measurement

  FOLLOWERS   LIKES    INTERACTION    BLOG/VLOG COMMENTS   PARTICIPATION    MENTIONS