Today I will continue the 26 Social Media Marketing Examples by taking a look at some of Victoria Secret's social media efforts. At first, I was curious (and somewhat hesitant) to research this particular brand. As a guy, no amount of online discounts, facebook quizzes or PINK tweets could entice me to add this label to my top dresser drawer. On the other hand, I believe it is every guy’s mission in life to figure out what this spoken-of “secret” a certain “Victoria” keeps that somehow only my lady friends know. And I found out that all Miss Victoria conceals is actually an effective social media campaign…..and maybe some good deals on lingerie.
While originally browsing through the Victoria’s Secret website, I found it to be an e-commerce site with plenty of opportunities for spending a small fortune, but when it came to social interaction, the only efforts I noticed on the part of Victoria’s Secret were email sign-ups and personalized accounts for shopping their online store. These are good ideas, but I am feeling a lack of connectedness to the brand (and no that’s not because I’m a guy). Overall, the site is effective for purchasing items, but socially, it seems that Victoria has yet to reveal to me what she really has to hide…
In my quest to find this “secret”, I stumbled upon something called PINK. PINK is Victoria’s Secret’s line aimed at a younger, college-aged generation of lingerie shoppers. After a little research, it is apparent to me that the the people of Victoria's Secret know this demographic very well. I gathered from my research that the overall goal of this campaign is simple: to drive brand awareness and sales by offering a multitude of discounts and specials through their social efforts. However, there is more to it than just that.
