How Do You VS - ADV 420 Rizzo
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Transcript of How Do You VS - ADV 420 Rizzo
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VICTORIA’S SECRET�Digital Marketing Strategy
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Target Where?
Concentrate on MLB Coastlines + MI
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HOW DO YOU V.S.? (¡VIVA! SUMMER)
The Campaign…
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¡Viva! Summer Campaign
• Promote Active & Healthy Lifestyle through the
PINK loves MLB & VS Swimwear lines
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GOALS
CHALLENGES _
CAMPAIGN INNOVATION & RETENTION
CONSUMER HYPE
CREATE HIGH VOLUME INTERACTION W/CONSUMER
INCREASE PERSONAL RELATIONSHIP W/CONSUMER
PARTICIPATION
CREATE A CONTINUITY PLAN FOR LASTING CAMPAIGN
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MEDIA MIX
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Integrated Digital Media
• VIDEO CONTESTS YOUTUBE • PHOTO CONTEST VS MOBILE APP
• #VSVivaSummer TWITTER • HEALTH & FITNESS BLOG/VLOG PINTEREST/YOUTUBE
• INFORMATION HUB TUMBLR
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BUDGET?
$15 Million
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BUDGET ALLOCATION
Facebook 10%
YouTube 30%
Twi2er 10%
Tumblr 20%
Pinterest 10%
Mobile 20%
Percent of Budget
YouTube
Twi.er
Tumblr
Mobile
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Measurement
FOLLOWERS LIKES INTERACTION BLOG/VLOG COMMENTS PARTICIPATION MENTIONS