THE TASK

Create a campaign that positions Victoria's Secret as the "ultimate gifting destination" for every gifter & every occasion.

THE VISION

GOAL:
Leverage the sexy & sophisticated branding to position Victoria's Secret as the ultimate gifting destination.

OBJECTIVES: 
  1. Increase awareness of Victoria's Secret product variety by 25% by end of FY 2018.
  2. Increase perception of Victoria's Secret as a gifting destination by 25% by end of FY 2018.

STRATEGIES:
  1. Market Victoria's Secret as more than a lingerie destination with continuous promotion of product variety.
  2. Create accesible gifting opportunities for customers with unique purchasing tools.
  3. Encourage the audience towards online gift purchasing with enhanced website gifting navigation.
  4. Alter customer's purchase intent of Victoria's Secret products with personification of products.

THE CONCEPT

From research we learned that relationships matter to our audience and they want to gift personally with those they are close to. Our campaign will make Victoria's Secret products personal which will make them appealing to gifters. This research led to the the creative concept "Give Intimately."

THE PERSONALITIES

Through primary research we personified Victoria's Secret products, placing them into six different personality categories that associated with psychological findings on female personalities. By personifying products we aimed to create a personalized and easy gifting experience.
Gifting Guide that indexes a variety of product into personality types.
Original video content to provide pathos behind the personalities.
Mockup redesign of the Victoria's Secret website to showcase the ease of integrating the gifting grid into a web interface.

THE CONTENT

The campaign was allocated $5 million for an operating media budget. We divided our budget into four categories including social media, programmatic, digital and opportunistic. The deliverables below include mock-up materials for banner ads, social images, geofilters, regional broadcast spot promoting guerrilla marketing events and an official advertising spot to launch the campaign.

THE PRESENTATION

The final deliverables included a presentation of media assets, presentation deck and pitch book encompassing all content. The final pitch was made to a panel of judges including Monica Mitro, EVP of Public Relations for Victoria's Secret. The "Give Intimately" campaign was selected as the winning presentation for Gaylord College Capstone. The campaign also won a Bronze Medal at the 2017 OKC Addy Awards. 
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BRONZE ADDY AWARD RECIPIENT