I have decided to do a study on Victoria’s Secret and the analyze the way that they use social media to reach their audience. Victoria’s Secret is one of the largest American retailer for lingerie and was founded by Roy Raymond in 1977. The brand is highly popular in millions of shopping centers across the world and particularly popular on social media. Victoria’s Secret has its own website, app, Instagram, Twitter, and Facebook. It is widely known among the population and it is because of how effectively the brand makes their presence known all across different social media platforms.
Victoria’s Secrets featured its own Fashion Show that is televised annually nationwide. This has sparked up a lot of conversation and awareness about the brand. During the show the company uses social media to engage the viewer by having people interact about the show on platforms such as Facebook and Twitter.
Here is a link to each of Victoria’s Secret social media accounts.
The company has two of it’s own personal app where each individual can download the app and “stay in the know”. It updates customers on what deals and new things are going on. There is also a “PINK NATION” application where you become a member of PINK NATION and this allows you to earn and receive additional rewards and perks. PINK is something like Victoria’s Secret little sister brand. It targeted for a younger age group of girls. Whereas Victoria’s Secret is aimed more towards adults passed their college years. The brand even has its own snapchat account where people can follow the account and even more new styles and updates.
Those two blogs show how the brands voice can reach people in different ways. On one hand the Tumblr blog account was someone non-affiliated with Victoria’s Secret solely because of how much they love the brand and want to share it with others. On the other side of things their is the girl who wrote about the brands impact on the self esteem of girls who may not be just like the Victoria Secret models. The image that Victoria’s Secret has created in the media is “the perfect body”, although everyone does not have the perfect body. These two blogs are online for everyone to see and this effects the brand awareness and ethics.
If you watch the video above you can see that the brand even decided to televise a swim special this year featuring there entire swim line for the season. It was talked about all over social media outlets and brought even more people into the brands campaign strategy.
These two tweets are directly from their official twitter page and they are directly interacting with their followers by allowing them to play a game. Doing this allows you to be able to get your product out, which is the umbrella in this particular case. Not only are they increasing product awareness, but they are making good consumer connections and building relationships.
MORE CUSTOMER TWEETS
Victoria’s Secret is using social media in a way to promote brand awareness and increase sales. Their tactics have worked because they are experiencing increased growth in sales compared to the past years. According to an article in the Chicago Tribune by Sapna Maheshwari Web and catalog sales rose 4 percent to $1.56 billion in the latest year, a quarter of the business, while revenue at Victoria’s Secret’s 1,000-plus stores rose 14 percent to $4.56 billion. They use their app, games, twitter, Facebook fan page, Instagram and Youtube page as a marketing device that get people involved, addicted, and wanting more. Their Facebook page has over 25 million likes, they have over 6 million followers on Twitter, and over 13 million followers on Instagram. They make sure to cover all of the most popular outlets in order to reach everyone, because each person has their own favorite social media site and/or app.
Although the brand has a lot of social media success some of the tactics they use are taken negatively by the social media public. This blog is a prime example of how Victoria’s Secret marketing is not always looked at as brilliant. (THE BLOG)
Despite some negative outlooks that some have the brand has one of the biggest social media impacts of any brand out today. They know how to engage the public and ignite excitement with televised fashion shows and specials, games, apps, sales and much more.