Campaign

Eric Garcia, Kelly Carney, Kory Sidwell, Alina Force, Michele Melo & Kylie Hafner
The Team
KORY SIDWELL ALINA FORCE
ACCOUNT MANAGER RESEARCH
Contact: kjsidwell@usf.edu Contact: alinaforce@usf.edu

KYLIE HAFNER ERIC GARCIA

STRATEGIST 1 STRATEGIST 2
Contact: krhafner@usf.edu Contact: ericgarcia@usf.edu

MICHELE MELO KELLY CARNEY

CREATIVE MEDIA
Contact: mfariamelo@usf.edu Contact: carney102@usf.edu
Objectives
1. Create an advertising campaign to differentiate the brand
from its competitors.
2. Overcome negative brand perceptions and associations
stereotyping women.
3. Harness physical and digital touch points to connect to
young american shoppers.
4. Shape the target market’s expectations of the brand in a
postive inspring manner.
Brand Discovery
Brand’s core values:
According to the Victoria Secret website, their core brand values are that “We
believe our business thrives because we look for, listen to, and value diversity,
equity, and inclusion. We champion each other's well-being and unique needs.
We foster a safe environment where everyone is empowered to be their true
selves”. In addition, Victoria Secret values championing women and the causes
that matter most to them such as confidence, inspiration, comfort, joy and
being feminine, confident, sensual, sexy, inclusive, and playful.

Brand promise or value proposition:

Victoria's Secret brand promise is to be committed to inspiring women around
the world with products and experiences that uplift and champion them and
their journey while creating lifelong relationships and advocating for positive
and equitable change. Competitive advantages of Victoria's Secret is that it is a
recognized brand, product design, price, variety, and quality. Also, all company-
owned outlets of Victoria's Secret follow a plush design that borrows all its
features from the Victorian style of architecture. They also focus on catering to
and empowering women instead of just trying to appeal to them through their
products only.
Insights
Victoria’s Secret, over the years, has faced criticism over its
marketing strategy and image. One challenge that has been an
ongoing problem is the lack of diversity in their campaigns and the
limited sizes they provide. Promoting self-love can be a game
changer for the brand, attracting a broad and loyal customer base.

Victoria’s Secret in 2021 had to cancel their fashion show due to

the number of people who were unsatisfied with the brand.
Consumers are drawn to authentic brands that support their values
through actions. Younger generations have been vocal about the
representation of different body types. Although they have made
small changes to improve, they need to continue expanding their
sizes and featuring diverse models in their campaign if they don’t
want to keep losing consumers.

Creative Brief
Problem:
Many women feel they can not
relate to the models wearing our
product and therefore do not
believe it is made for them. By
lacking inclusive models (in print
and on runways) and better
sizing we have driven away a
large majority of women to our
more inclusive competitors.
Targeted Message:
Current society sets unrealistic beauty
standards that women often find
themselves comparing themselves to,
feeling less confident in themselves. VS is
a reliable clothing brand that produces
lingerie and other clothing pieces that
make women feel confident and sexy in
their own skin.
Proposition:
The key benefit and promise of Victoria’s
Secret is inspiring women and advocating
for positive changes such as inclusivity.
This helps the connection between the
audience and the brand because they are
being a champion for all in a competitive
market.
 Mandatories
Creative Brief Visuals: Inclusive and body-positive imagery

Tonality
The new campaign would be very inspiring,
Colors:
inclusive, positive, respectful, empowering, diverse,
confident, and comfortable. The visuals are set to
evoke many feelings. The visuals should also
convey the message: We want all women to feel Trademarks:
confident and sexy in their own bodies.
Maintain the iconic VS branding
Media Preferences:
Utilize various channels to reach the target audience
Logo Size and Placement:
As per brand standards
 Target Audience
Women looking for comfortable lingerie that makes
them feel sexy and confident in their own skin

Key Attitudes Motivations Media Consumption

Enjoys fashion and Interested in trying a Utilizes social media
aesthetics, especially wide variety of such as TikTok,
the latest trends products in the beauty Instagram, Snapchat,
and fashion department and Twitter
Key Demographics
Like to be put outside
Use media as a way to
of their comfort zone Looking for a luxurious Age Range: 18-35
see more products but
and try new things in-store experience
also connect with the Gender: 75% female
brand itself and 25% male
Shop at popular Wants to support a
clothing brands such as company that inspires Enjoy magazines such Medium - High Income
Pac Sun, H&M, Forever change and inclusivity as Vanity Fair, Vogue,
21, and Abrecrombie Cosmopolitan, etc.
Brand Positioning
Many consumers say that it is difficult for them to see
Victoria’s Secret in a positive light, because all they
can see them for is how they were in the past
In 2023, out of the 85% of consumers that know of
Victoria’s Secret, 42% favor the brand over others
Consumers say that Victoria’s Secret is the brand that
makes them feel the most confident and sexy with
their lingerie
Consumers also say that Victoria’s Secret is the brand
that makes them worry most about their body image
over the years
Big Idea
When shopping and looking at lingerie, it is hard not to
compare yourself to the bodies of the models. Seeing only
slim and tall women modeling your clothing can definitely
impact the way someone views themselves and the way the
clothing looks on them.

The main creative campaign concept is for all advertisements

to include women of all different sizes and ethnicities so that
all women feel represented. By seeing women of all shapes
and sizes plastered throughout Victoria’s Secret’s
advertisements, women would feel more comfortable and
confident when purchasing clothing from the brand.
Why should you care?
Business and Marketing Coach
Victoria’s Secret has remained consistent in its
production and character for almost 50 years.
Victoria’s Secret gives women comfortable and
reliable lingerie while giving them the opportunity
to change their style with the new trends that
society offers over the years. Customers say the in-
store experience the brand has to offer is one of
the largely influential factors that keep the brand
on top of the intimate wear industry. Some decribe
this experience as one of “luxury”.
Creative Executions - Media

Spring Launch
(March - April):
Launching the campaign in early
spring can align with the season
Traditional Media Traditional Media Digital Media of renewal and freshness. This
period often signifies new
beginnings, making it an
opportune time to introduce a
campaign focused on self-
expression, body positivity, and
embracing individuality.

Social Media Brand Activation Brand Activation

Media: Traditional Media
Commercial: The Perfect Body - Embrace Your Perfect.
At Victoria's Secret, we're redefining the concept of the perfect body. We believe in celebrating
every unique form and embracing individual beauty. That's why our campaign, 'The Perfect Body,'
features women of all sizes, shapes, and backgrounds confidently wearing our vibrant lingerie while
preparing to go to their day-to-day activities. Each woman radiates confidence and happiness with
lingerie, representing the brand's commitment to inclusivity and celebrating diversity. The imagery is
vibrant, positive, and empowering. We're dedicated to showcasing the true beauty of every woman,
because every body deserves to feel confident, sexy, and empowered.
"Victoria's Secret celebrates beauty in every form. We believe that confidence comes from embracing
your unique self. That's why our advertisements now feature women of all sizes, shapes, and
ethnicities. We're committed to representing the real beauty of every woman because every body
deserves to feel confident, sexy, and empowered. Join us in reshaping the definition of beauty.
Embrace your perfect with Victoria's Secret".

Traditional Media > TV > Thursday, Friday, Saturday

Television Advertising: Airing during prime-time slots of popular TV shows targeting the desired
demographic, such as fashion-themed shows, reality programs, or drama series that appeal to a
diverse audience.
Traditional Media > Out-of-Home > Around the US: Bus Stops and Crowded Streets
Digital Screens & Billboards: High-traffic areas in major cities or urban centers frequented by the
target audience. Ideal locations could include busy streets, near shopping districts, or popular
landmarks. Billboards will be placed along main highways, busy intersections, or near shopping malls
to maximize visibility and exposure to pedestrians and drivers.
Media: Digital Media
Interactive Online Video Series - "My Journey to Confidence"
A series of short YouTube videos featuring Victoria's Secret models and influencers discussing their
personal journeys to self-confidence and body positivity.
This digital content engages and resonates with the audience on platforms they frequent, fostering a
positive association with the brand and showcasing diverse perspectives.
Engage the audience with interactive polls, Q&A sessions, or challenges, allowing viewers to actively
participate and share their own stories.

Digital Media > Online Video

Youtube.

Media: Social Media

Social Media Campaign: "Perfectly You"
An empowering social media campaign celebrating individuality and redefining beauty standards.
Sharing inspiring stories of real people, influencers, and Victoria's Secret models embracing their
unique beauty and journeys towards self-confidence. By sharing relatable stories and engaging
content, we aspire to create a safe and empowering space for our audience to embrace their
uniqueness.

#PerfectlyYou Challenge: Encourage users to participate in a challenge where they showcase their
uniqueness, post images or videos celebrating their bodies, and share stories of self-acceptance #perfectlyyou
using the hashtag #PerfectlyYou.

Social Media > Instagram, Facebook & TikTok

Reach accounts that follow Fashion Influencers and Victoria’s Secret Models.
Media: Brand Activation
Pop-Up Shop Experience: "Perfectly You"
Our 'Perfectly You' pop-up shop is a celebration of self-expression and
empowerment, offering a unique experience where individuals can tailor lingerie
to reflect their true selves. By providing customization options and Live
Influencer Sessions, we aim to reinforce the message that 'perfect' means
embracing your unique self. Live sessions or meet-and-greets with influencers,
allowing customers to interact directly, seek styling advice, and gain insights
into self-expression and body positivity. Leveraging influential figures aligns with
the campaign's goal of reshaping perceptions and promoting inclusivity,
reaching a wider audience on various digital platforms.

Brand Activations > Pop-Up Shop

Strategically positioned in high-traffic areas or event spaces to attract
diverse audiences and create a welcoming atmosphere for self-expression.
Brand Activations > Collaborations with Influencers
Join empowering sessions led by influencers, focusing on self-confidence,
body positivity, and embracing diverse beauty.
Rationale for Media Choices:
Television Advertising (Owned): Airing the commercial during prime-time slots of popular TV shows aligns with the campaign's message of inclusivity and
celebrating diverse beauty. The choice of fashion-themed shows, reality programs, and drama series ensures exposure to a diverse audience. Owned TV
advertising allows for controlled messaging and reinforces the brand's commitment to embracing individual beauty.
Out-of-Home Advertising (Paid): Utilizing billboards and digital screens in high-traffic areas serves as a strategic paid media choice to increase brand
visibility. Placing billboards along main highways, intersections, and near shopping districts maximizes exposure to pedestrians and drivers, reinforcing the
campaign's imagery of confidence and empowerment while reaching a wider audience in urban centers.
Online Video Series "My Journey to Confidence" (Owned): Creating a series of short YouTube videos featuring Victoria's Secret models and influencers
discussing personal journeys to self-confidence engages the audience on frequented platforms. Owned content allows the brand to directly influence the
storytelling, fostering a positive association, and showcasing diverse perspectives, thereby strengthening the brand's narrative of empowerment and inclusivity.
Social Media Campaign "Perfectly You" (Owned): Launching an empowering social media campaign across platforms such as Instagram, Facebook, Twitter,
and TikTok provides a safe and interactive space for individuals to embrace their uniqueness. Owned social media content allows for direct engagement,
encouraging users to share relatable stories and images that celebrate diverse beauty, aligning perfectly with the campaign's theme.
Pop-Up Shop Experience "Perfectly You" (Paid & Owned): The pop-up shop serves as both a paid and owned media choice. Owned in the sense that it's
directly controlled by Victoria's Secret, offering a tangible space for self-expression and empowerment. Paid aspects, such as collaborations with influencers,
enhance the experience by providing expert guidance and insights into self-expression, expanding the campaign's reach and resonance across various digital
platforms.
Collaborative Brand Activations with Influencers (Paid): Collaborating with influencers in pop-up shop sessions creates paid media engagement, reinforcing
the campaign's messaging of self-confidence, body positivity, and embracing diverse beauty. These sessions allow for direct interaction, styling advice, and
discussions that resonate with wider audiences, aligning with the campaign's goal of reshaping perceptions and promoting inclusivity.
Media Budget Allocation:
Television Advertising Budget: $2,000,000
Prime-Time Slots: These slots offer maximum viewership, ensuring broader exposure to a diverse audience, aligning
with the campaign's emphasis on inclusivity and celebrating diverse beauty.
Production Costs: Creating high-quality commercials for prime-time slots can involve significant production expenses,
impacting the allocated budget. Influencers Collaboration
8.27%
Out-of-Home Advertising Budget: $1,000,000 Pop-Up Shop
Strategic Locations: Placing billboards in high-traffic areas ensures substantial visibility, reinforcing the campaign's Television Advertising
9.02%
imagery of confidence and empowerment, but the costs vary based on prime locations. 30.08%
Digital Screens: Costs associated with digital screen placements in urban centers are higher due to technological
advancements and favorable audience exposure.

Online Video Series "My Journey to Confidence" Budget: $500,000

Production Quality: Creating engaging and impactful video content involves costs for production crews, equipment,
editing, and possibly fees for influencers or models featured in the series.
Platform Considerations: YouTube's reach and engagement justify allocating a significant budget for high-quality
content creation.

Social Media Campaign "Perfectly You" Budget: $2,000,000

Content Creation: Creating compelling and diverse content across multiple platforms requires dedicated resources,
including photography, videography, copywriting, and potentially hiring social media managers or content creators.
Advertising Costs: Paid promotions, boosting posts, and sponsored content on social media platforms contribute to the
overall social media budget. Social Media Campaign
30.08%
Pop-Up Shop Experience "Perfectly You" Budget: $600,000
Event Planning: Costs include venue rental, interior design, staffing, logistics, and materials for creating an engaging
and immersive experience. Out-of-Home Advertising
Influencer Collaborations: Partnering with influencers for workshops, live sessions, or meet-and-greets incurs fees for Online Video Series 15.04%
their appearances and contributions. 7.52%

Collaborative Brand Activations with Influencers Budget: $550,000

Influencer Fees: Paying influencers for their collaboration, including their appearance fees, content creation, and
promotions, contributes to this budget allocation.
Event Costs: Organizing sessions or events involving influencers might require additional expenses for venue,
equipment, and logistics.
KPI’s and Success Measure
Victoria Secret will be tracking their sales of plus size clohting articles. This will be
done by keeping track of inventory as well as we will be adding a QR code to each
receipt and surveying the women and their purchases.

Click-through rate will be one of the measures of how well this campaign is performing.
Once the campaign has launched, we will be tracking how many individuals clicked on the website
from any of the campaign posts or ads that are published on social media or the internet.

In this campaign, we will be using our client's social media engagement rate as a social media engagement rate as a
key performance indicator to measure our success. This means for every follower on their page how many of those are
actively engaging with the campaign content. The goal is to have a 2-4% increase in engagement by the end of we will be
using our client's social media engagement rate as a social media engagement rate as a key performance indicator to
measure our success. This means for every follower on their page how many of those are actively engaging with the
campaign content. The goal is to have a 2-4% increase in engagement by the end of the campaign.
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