victorias secret media plan project
TRANSCRIPT
MEDIA PLANAug.-Jun.
Jenny Chen, Emily Fan, Beiping Tian, Bingxu Huang
OverviewAudience Expansion● Target Asian● Target Male
Marketing Campaign● “Secret Gift”
Media Choices● TV, magazine, online, outdoor
Graduation from PINK to VSFashion Show
Audience ExpansionTarget AsianAsian Populationin United States
Audience ExpansionTarget AsianAsian Income and Buying Powerin the United States
Source: U.S. Census Bureau, Income, Poverty and Health Insurance Coverage in the United States: 2011, Current Population Reports
Source: U.S. Bureau of Labor Statistics, Consumer Expenditure Survey, "2011 Current Expenditure Tables"
Audience ExpansionTarget Asian● Strategy
○ Make Asian feel closer to the brand● Tactic
○ Launch an official enterprise account on Wechat○ TV and outdoor
● 396 million users worldwide monthly (Tencent Investor Relations Financial Releases 2014)
● 3 million users in the United States (GlobalWebIndex, a research firm based in London)
Audience ExpansionTarget Asian
Audience ExpansionTarget Asian
Audience Expansion Target Male● Strategy
○ Make male feel more comfortable shopping and waiting with female
● Tactic○ Waiting spots reconstruction○ Marketing campaign
Audience Expansion Target MaleWaiting spots reconstruction
Campaign :“Secret Gift” Valentine’s Day
Secret Gift
Physical Product
Digital Gift
CustomizationThe Value
Recommendation Service
Contact personally
Secret Gift
1) Category
2) Physical Figures
3) Psychological
4) Final choices ❖ Style1❖ Style2❖ Style3
Step1 : Select the product ❖ Bra❖ Fragrance❖ Clothing
❖ Height❖ Weight
❖ Conservative / Open/ Cute / Sexy❖ Colors: Light/ Dark
SelectionHelper
Physical Product
❖ Bra
❖ Sexy❖ Dark
❖ Height: 5’5”❖ Weight: 120 LB
★ Upload○ Photos
○ Videos
★ Select background music
★ Edit text
★ Record video messages
Step2: Create digital present
Online Platform
Digital Gift
Customization
Step3: Present Delivery
Happy Valentine’s
Day
Integrated MarketingKeyword Campaign
Upload and Share
#Secret Gift#@Victoria’s Secret
Promotions for the “Secret Gift”
ChannelsTV
Media Choices
Media Rationale
TV Wide coverage, emotional connection
Magazine Targeted, lasting, fashion oriented
Online Engaging, high frequency
Outdoor Targeting Asian communities
Total budget:$78,400,000
Primary Media Choice TV SelectionBudget:$51,500,000Channels Rationale
Lifetime, Oxygen, WEtv main female channels
TNT Drama high popularity
NBC, ABC influential, wide reach
MTV, Fuse target young girls
Hispanic (Univision, Galavisión)
Asian (AZNTelevision, ImaginAsian)
Minority focus
Second Media Choice MagazineBudget:$12,000,000
Magazines Target
Cosmopolitan, Elle, InStyle, Self, Nylon.
Young females (18-34)
Glamour,Harper's Bazaar
Middle-aged females (median age 36)
Vogue,Fitness Cover different age ranges (18 to 49)
Seventeen (Pink) Teenage girls
Third Media Choice OnlineBudget: $9,000,000Online Media How
Social Media Promote on Facebook, Twitter, and Wechat
Video 2 generals and 2 campaigns (Achieve 20M views)
Forth Media ChoiceOutdoor-AsianBudget:$5,900,000Outdoor Where
Billboards
Minority Communities in New York,San Francisco, Los Angeles, Chicago and Boston.
Poster Bus lines and subway stations
Graduate From PINK to VS
VS PINK
Brand Strategy
“The world’s sexiest bras” “The girl next door bras”
Product Lines Luxury style lace and silk
Girly stylecotton and denim
Store Interiors Theme Color
Black and light pink Bright pink and polka dots
Continue Fashion Show
● Effective: ○ 10 million audience in the US
● Create Topics● Eye Catching
○ Supermodels● Fashion + Entertainment