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