Victoria’s Secret Media Plan
For my advertising media planning class, my group and I were tasked with creating a media plan that re-imagined “fantasy” and allowed VS to connect with existing and potential audiences. As our creative “big idea” we went with “Rewrite Sexy,” a tagline aimed at shifting the narrative and embracing confidence, individuality and inclusivity. Because sexy isn’t one look, it’s limitless.
I’ve included the slides I completed below, and the entire slide deck can be found at the bottom.
Deck designed with Canva, mockups designed with InDesign and Photoshop
My teammates:
Arista Mozena - aristamozena@gmail.com
Maddie Anderson - MaddieAmorA@gmail.com
Matthew Santoyo - matthewjsantoyo@gmail.com
Trace Thompson - tracetnumber8@gmail.com
The 4 C’s
An essential starting point to any media plan, here are the 4 C’s for Victoria’s Secret
The Parameters
The target audience, target demographics, and target attitudes and behaviors.
Our campaign centers around women who have purchased lingerie and undergarments in the last 12 months. A lot of women purchase bras and underwear throughout their lives, but those who purchased within the last year are those that are likely the most engaged shoppers. These consumers are likely to look for new product offerings from brands throughout the year.
According to Simmons, women ages 18-24 are 57% more likely to have purchased bras and panties in the last 12 months, ages 25-34 are 47% more likely, and ages 35-44 are 38% more likely. We have chosen to specifically focus on the age range of 18-34 because they are more likely to be in similar life stages and share similar interests.
Women's lingerie purchasers are also over-indexing in the HHI range of $100-$150K, but we have chosen not to narrow down our audience to HHI income because we recognize that women will be purchasing bras and underwear regardless of their HHI and we want our campaign to reach a large amount of women.
Women ages 18-34 are twice as likely to have their fashion choices influenced by social media, with an index of 200.
85.3% of this group agreed they purchase clothes that make them feel confident, with an index of 114.
They are 38% more likely to shop for fashion online with an index of 138.
They are twice as likely to follow influencers for fashion and beauty inspiration with an index of 205.
W1834 are 69% more likely to follow their favorite brands or companies on social media with an index of 169.
Values-driven buying habits: Women ages 18-34 are 23% more likely to expect brands to support social causes with an index of 123 and they are 18% more likely to purchase from brands that support a cause they care about.
Style and Brand perception: 74% of respondents buy brands that reflect their personal style, with this group indexing at 113, making them 13% more likely than others. 24% of them are more likely to be willing to pay more for a product that aligns with the image they want to convey, with an index of 124.
Trust and Cause-based purchasing: Women ages 18-34 are 18% more likely to choose brands that align with causes that they support, with an index of 118
High Engagement: Women ages 18-34 are 43% more likely to buy products or services that are advertised on networks they like, and they are 48% more likely to pay attention to commercials on those networks or streaming services.
Buyer Persona
Emily is a 32 year old professional living in a suburban city. She is confident, fashion conscious, and knows what she wants with her clothing and lingerie. She is tired of brands treating plus-sized fashion as an afterthought and wants stylish, well-fitting pieces that make her feel sexy, empowered, and comfortable.
She works as a marketing manager, balancing a demanding career with a vibrant social life. She likes to go out to clubs with her friends, date nights with her fiance, and self-care rituals that make her feel good. She’s active on social media, following fashion influencers and brands for style inspiration.
With a HHI of over $100K, Emily invests in high-quality pieces that make her feel confident. She’s loyal to brands that care about making fashionable pieces for people of all sizes. She shops online and in-store, but values easy shopping experiences.
Creative "Big" Idea
Creative "Big" Idea
For too long, the word "sexy" has been defined by whatever beauty standards deem to be "sexy," which is often not very inclusive. Victoria's Secret is redefining this narrative and embracing confidence, individuality, and inclusivity at every size. The Rewrite Sexy campaign celebrates all bodies. Through expanded product size offerings, empowering visuals, inclusive promotions, and a fresh perspective, Victoria's Secret is rewriting the rules of fashion. Because sexy isn't one look, it's limitless.
Promotional Tactic
Play Bold.
Since women were allowed to compete in sports, body image has been a huge issue. According to a study by ESPNW, 68% of female NCAA athletes said they felt pressure to be pretty, and 30% of them said they felt like they were too muscular. The “Rewrite Sexy” campaign is about feeling beautiful, confident, and sexy in any body, which includes strong, powerful female athletes.
Women’s lacrosse is a rapidly growing sport made up of strong, competitive, athletic women, who are exactly the type of people that can help Victoria’s Secret represent a more modern definition of “sexy.” The Women’s Lacrosse League is a new professional league for women’s lacrosse players that currently features four teams across the US with some of the best players in the world.
This sponsorship would help establish Victoria’s Secret as a brand that’s not only about appearance but an actual commitment to women’s empowerment. The WLL’s audience is Gen-Z and millennial women, many of whom want to support brands that align with their passions, on and off the field. According to data on Simmons, almost 10% of women ages 18-34 who purchased bras or panties in the last year watch lacrosse regularly or they have in the past 12 months. This demographic is 10% more likely than the average population to be lingerie buyers, which means that lacrosse fans are slightly more engaged in the lingerie market. Out of Victoria's Secret users, lacrosse fans make up 30.4% of the total audience with an index of 277, meaning that sponsoring the WLL will reach an audience that is already highly engaged with Victoria's Secret.
This promotion includes event sponsorship of the WLL Championship Series, including branding on-field and digital and broadcast mentions with an estimated budget of $1.2 million. Commercials, in-game digital ads, and social media ads have an estimated budget of $1 million. Athlete integration, which includes branded team gear, social media athlete partnerships, and behind-the-scenes athlete content has an estimated budget of $650,000. VIP experiences, including access to a VIP lounge and meet and greets with athletes have an estimated budget of $350,000. Lastly, the off-field content series, a mini-campaign that spotlights the WLL athletes and their journeys, and branded training videos, has an estimated budget of $200,000, bringing the total for this promotion to $3.4 million.
