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Overview
Victoria’s Secret has utilized mobile marketing since it first launched its mobile web site in 2009. The company also has a mobile app that allows users to shop, watch videos, locate stores, scan QR codes and more. Over the last few years, Victoria’s Secret has launched several mobile campaigns in order to increase consumers’ awareness for new products and drive in-store traffic. Its first initiative used the mobile web and SMS text messages to promote its products and shopping on-the-go. Since then, the brand has stepped up its mobile marketing efforts and continues to make its presence known in the mobile space through a series of mobile ad campaigns that aim to reach a variety of consumers.
Mobile Website
Victoria's Secret's mobile website is well designed and easy to navigate. The mobile site's main menu features different categories such as “Most Wanted Bras” and “Special Offers” as well as shopping bags. Also, gift cards can be bought right from the mobile site and consumers are able to locate and map the closest Victoria's Secret store to them. Additionally, the web site targets its mobile database of opted-in consumers with exclusive offers, event coverage, and new product information. Consumers can sign up for alerts on the mobile site or via texting the keyword START to the short code 26435 (ANGEL).
Campaigns
In July 2011, Victoria's Secret strengthened its mobile presence through targeted ads that let consumers buy and learn more about the company's products. Victoria's Secret ran two ads within Pandora to engage its consumers and promote its new Heartbreaker push-up plunge bra. The first was an expandable banner ad that encouraged users to tap to add the Pink Heartbreaker Playlist. When consumers tapped the mobile ad, they were redirected to the company’s iPink Heartbreaker radio station. There, users saw a banner ad that showed a Victoria’s Secret model and read “New! Heartbreaker Push-Up Plunge Bar.” When consumers tapped on the banner ad, they were redirected to a mobile landing page where they could browse the new product and other offerings.
In August, Victoria secret used a QR code campaign called the Victoria's Secret 'Sexier than Skin' campaign. Ads were placed on billboards. Once scanned, it revealed what the Victoria’s Secret model was wearing. Consumers could then browse products, see videos and learn more about the collection. This was done extremely well.
In September 2011, the company drove consumers in-store via geo-targeted mobile banner ads that promoted the company’s new NFL gear. The company ran mobile banner ads within Pandora’s iPhone app that indicated how far away consumers were from the nearest Victoria’s Secret location. When consumers tapped on the mobile banner ad, they were redirected to a mobile landing page displaying the NFL-specific products where they could purchase the gear. It also featured a click-to-call number and a map. Users could also download free Giants wallpaper to their mobile phones.
In March 2012, Victoria’s Secret ran two different ads within Us Weekly’s mobile site to promote its line of Pink panties. In one campaign, the ads appeared along the top of the screen and overlapped with the US Weekly logo, making the ad look similar to the editorial content. Once consumers tapped on the enticing ad, they were redirected to the company’s landing page where they could shop the promotion. Additionally, consumers could also browse the products by viewing different styles and colors. The second campaign ran mobile banner ads that let users either watch a video that promotes the Pink line or shop the collection. The brand also alerts users whether or not a certain product is in stock. This helps speed up the buying process by giving consumers inventory information before they check-out on the site. The company executes these mobile ad campaigns the right way to drive sales by giving consumers an easy path of minimal clicks to purchase the item advertised.
Then in April, Victoria’s Secret ran several mobile ads including both full page and banner ads within Pandora’s iPhone app. However over the past few months prior to April, the company ran mobile ads within several different apps in order to reach a broader audience. The full-page ads promoted its Dream Angel products while mobile banner ads highlighted its Pink line. Through both mobile ads consumers could shop the new Dream Angels collection, as well as browse offers and find the nearest store. In addition, the ads were consistent with its marketing from other channels such as TV creating a higher impact.
Victoria’s Secret continued to ramp up its mobile advertising in August by using video, social media, and location to promote its the new line of Body by Victoria bras. A mobile banner ad that read, “Victoria’s Secret Body by Victoria- a body for every body” when tapped on, expanded to a half-page video with a short clip promoting the new line. Below, two buttons let users either take a quiz to find their perfect style or find a nearby store. If consumers clicked to take a quiz, a landing page was brought up that lets users answer questions about the type of product they are looking for. From there, they could browse the products from the landing pages, add items to their shopping carts and check-out. Additionally, users could share their quiz results through Pinterest, Facebook and Twitter. Integrating social media with the campaign was a great way to engage its consumers.
In October, Victoria’s Secret integrated Twitter to further drive awareness for its new products. The mobile ads ran within Us Magazine’s mobile site. When consumers tapped on the mobile ad, “What we’re wearing now. Shop the new tunic hoodie,” they were redirected to a mobile landing page where they could learn more about the new product, as well as use the hashtag #WEARNOW to not only see what others have to say about the product, but continue a dialogue with the company. In addition, the mobile ad took the consumer to the mobile site which allowed them to shop other products as well. Using twitter allowed the company to build up its social media presence without solely using Facebook to increase “Likes”.
For its most recent campaign in November, Victoria's Secret launched the first ever nationwide mobile messaging campaign in the U.S. using rich media messaging to boost awareness for its new VSX line. The rich media is being used to offer consumers video content, as well as other exclusives for its new VSX Sport line. For example, the company is promoting their VSX Sexy Sport brand by sending workout tips through their video series, "Train Like An Angel". These tips are delivered directly by Victoria Secret models, "The Angels," to teach women how to stay in shape.
“Rich media messaging is the only mobile technology that allows Victoria’s Secret to deliver videos on all mobile handsets and carriers,” Mr. Kolodziej said.
In addition, the company is also highly relying on Facebook to help spread the word. On Facebook, consumers can learn more about the VSX Sport Line. Fans can click on the "Tough Like an Angel" tab to browse workout videos and check out expert fitness and nutrition tips. The campaign revolves around asking women to join the challenge. Victoria's Secret is encouraging consumers to stay connected by signing up for text alerts to keep up-to-date on the latest challenges.
“Rich media messaging is the only mobile technology that allows Victoria’s Secret to deliver videos on all mobile handsets and carriers,” Mr. Kolodziej said.
In addition, the company is also highly relying on Facebook to help spread the word. On Facebook, consumers can learn more about the VSX Sport Line. Fans can click on the "Tough Like an Angel" tab to browse workout videos and check out expert fitness and nutrition tips. The campaign revolves around asking women to join the challenge. Victoria's Secret is encouraging consumers to stay connected by signing up for text alerts to keep up-to-date on the latest challenges.