One of the most important tactics in a successful marketing campaign is knowing your audience. Victoria's Secret and their PINK campaign has mastered this perfectly.
PINK has abandoned traditional advertising avenues and dedicated themselves to creating awesome online presence. Considering their primary audience is high school and university aged girls this is a great area for them to explore.
Their strengths lie in creating an online presence in an area that no one like them had gone before. They were pioneers in creating a "personality" behind a clothing line. While now this is a more common occurrence PINK was tweeting before Twitter became cool and their Facebook fanpage is the number one fanpage in the fashion category.
PINK has even created PINK Nation, an online community for PINK lovers that offer them promotions and special offers so that they can purchase even more of the clothing that they love.
Even though PINK is doing such a great job of using social media there are always opportunities for growth. Since they have created such a following online it would be nice to use this to benefit others. For example they could partner with a charity such as the Canadian Breast Cancer Foundation (which is already themed pink)as a means of using their popularity to support those in need.
PINK has also fully embraced the social aspect of social media. Through PINK Nation, Twitter and Facebook they have created online communities that act as a forum for people to discuss the brand.
Overall, Victoria's Secret PINK campaign has always been one step ahead of the crowd and it doesn't look like they will be slowing down anytime soon.
To learn more check out Aislin's, Neil's, Casey's, Laura's and Christiaan's blogs!
Great insight Catherine. I really like the idea of partnering with a charity! You should tweet to the site about it
ReplyDeleteWay to link their PINK site to your blog. You are contributing to Victoria Secret brand awareness and sales! I just bought a bra ... for a friend ... and am currently wearing it...
ReplyDeleteI would definitely tweet the opportunities, especially with the Canadian Breast Cancer Foundation. This will not only fit with the colour scheme, but will also raise even more awareness fro young women, the primary audience for this campaign!
ReplyDeleteI totally agree that PINK's largest strength is knowing their audience! They have found that audience through social media, which is an opportunity in itself.
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