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Win Your Own
Victoria’s Secret T-Shirt Bra
With a purchase of $75 or more at any Victoria’s Secret location, you could be a lucky winner and receive your own free Victoria’s Secret T-shirt bra of choice!
How it Works: The Lucky Winners
Campaign will run for the month of August
Customer has to spend $75 or more in order to participate
Participants will receive personal identification digits on receipt that they will need to put after #teamcomfortVS in their tweet
Tweet must include picture of Victoria’s Secret bag along with #teamcomfortVSxxxx
1 winner per 100 Twitter participants
Campaign Purpose
Increase future sales of T-shirt Bra
Get people talking about Victoria’s Secret
Increase overall sales for the brand with increase in digital marketing
Target AudienceWomen ages 18-49
The Strategy
In-store advertising strategy:Advertisements on both entrance doors
with information about campaign & how it works
Salesperson at entrance handing out campaign information cards to shoppers
Advertisements on stands around the stores to serve as reminders
At checkout they should be reminded about the $75 spending minimum to participate
The Strategy Continued
Digital marketing techniques:Victoria’s Secret website has campaign
on top banner of all pagesAll official social media sites will be
advertising the campaign with link to campaign landing page
Optimize keywords such as ‘T-shirt bra,’ ‘Victoria’s Secret bras,’ and ‘free bras’ for more traffic to website
Utilize Google Adwords
Campaign Budget
Maintaining within the budget is crucial
Budget set at $30 million for entire campaign cost
Daily/weekly budget within campaign should be set to keep on track
Key Performance Indicators
Compare total purchase percentages from before, during, and after the campaign
Money spent on campaign vs. money made from campaign
Look for increase in sales of T-shirt bra after campaign
Manage social media to see additional traffic on website
VS Campaign Summary
Goal: To increase overall brand sales—with emphasis on the T-shirt Bra
Twitter is main social network used