1. VICTORIA’S SECRET
Digital Marketing Strategy

2. Target  Where?
Concentrate on MLB Coastlines + MI

3. The Campaign…
HOW DO YOU V.S.?
(¡VIVA! SUMMER)

4. ¡Viva! Summer Campaign
• Promote Active & Healthy Lifestyle
through the
PINK loves MLB & VS Swimwear lines

5. GOALS
CREATE HIGH VOLUME INTERACTION W/CONSUMER
INCREASE PERSONAL RELATIONSHIP W/CONSUMER
CREATE A CONTINUITY PLAN FOR LASTING CAMPAIGN
CHALLENGES _
CAMPAIGN INNOVATION & RETENTION
CONSUMER HYPE
PARTICIPATION

6. MEDIA MIX

7. Integrated Digital Media
• VIDEO CONTESTS  YOUTUBE
• PHOTO CONTEST  VS MOBILE APP
• #VSVivaSummer  TWITTER
• HEALTH & FITNESS BLOG/VLOG  PINTEREST/YOUTUBE
• INFORMATION HUB  TUMBLR

8. BUDGET?
$15 Million

9. BUDGET ALLOCATION
Percent
of
Budget
Mobile
Facebook
20%
10%
Pinterest
YouTube
Facebook
10%
30%
YouTube
Twi.er
Tumblr
Tumblr
Twi2er
Pinterest
20%
10%
Mobile

10. Measurement
 FOLLOWERS
 LIKES
 INTERACTION
 BLOG/VLOG COMMENTS
 PARTICIPATION
 MENTIONS