victoria's secret // campaign to launch stores in france
DESCRIPTION
For this project, I had to make the digital strategy to launch store in the city of Paris. To meet the brief and be consistent with the strategy and creative concept determinated first so I created a website ephemeral and built a digital strategy on social networks such as Facebook, Twitter and Instagram.TRANSCRIPT
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STRATEGIC RECOMMENDATION VICTORIA�S SECRET SHOP GRAND OPENING
By DRAPER AGENCY
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MARKETING RESEARCH
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VICTORIA�S SECRET Intern analysis and his DNA
A GLAMOUROUS AND
CREATIVE BRAND
VICTORIA�S SECRET ANGELS
A BIG NAME
A WELL KNOWED BRAND
A TRUSTWORTHY BRAND
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VICTORIA�S SECRET Actual positioning
• For the woman who wants to be sexy sophisticated and ultra feminine
• For the sportwoman who wants to be feminine
• For high school girls, a line of clothe adapted to their morphology and age
• Victoria�s Secret combine prestigious product for affordable prices
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VICTORIA�S SECRET Extern analysis: opportunity
MEN
CONSTANT INNOVATION A LINGERIE PEEK
LEADER IN EUROPE
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VICTORIA�S SECRET Extern analysis : Threat
COMPETITION
UNKNOWN BRAND
A DECREASING MARKET MODELS PERCEPTION
MADE IN FRANCE
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VICTORIA�S SECRET
Problem
How to implant the brand Victoria�s Secret on the french market whereas this one has already a lot
of competition ?
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STRATEGY
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VICTORIA�S SECRET
Communication objectives
• Create and stimulate the renown of the brand already existant in other countries
• Convey a different idea in a competitive market
• Create a strong interest for the brand . • Generate a network traffic or a market traffic.
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VICTORIA�S SECRET Positioning
Sexy Lingerie
Top of the range
Lingerie T
Practical Lingerie
Low-cost Lingerie
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VICTORIA�S SECRET Lingerie Studies
Does lingerie and seduction fits well?? a different view for man and woman!
For the ladies
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VICTORIA�S SECRET Lingerie Studies
For the gentlemen
Does lingerie and seduction fits well?? a different view for man and woman!
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VICTORIA�S SECRET Target Market & Communication
• men and women : 18- 35 years old • Don�t forget: Men are very influent . If men like victoria secret women will buy victoia
secret
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VICTORIA�S SECRET Personification of the target
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VICTORIA�S SECRET Personification of the target
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VICTORIA�S SECRET Insights
SHE « I like to keep secret my intimity with the nicest lingerie i can » HE « I like her sexy lingerie, all those secrets it keeps and i�m ready to buy some for her to keep her beautiful »
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VICTORIA�S SECRET How does the brand should be seen by the consumers ?
Victoria�s Secret the only one loved by man and women.
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VICTORIA�S SECRET Strategy
Promess : With Victoria�s Secret you will be confident about yourself. Benefit : Thanks to Victoria�s Secret my man think i�m prettier than before. Reason Why : « … because those underwear make the true woman bloom and confident while keeping a mysterious and secretive way. » Tones: Intriguing, sensual, sexy. Contraintes: No model allowed, no vulgarity.
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CREATIVE
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VICTORIA�S SECRET Creative axis
MYSTERY
The secret is the main ingredient of the brand. because of his name and the older marketing operations before. It is part of the DNA of Victoria�s Secret
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VICTORIA�S SECRET Event concept
The launch of a new store
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VICTORIA�S SECRET Event
W-4 before the Grand Opening Saturday 29th june
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VICTORIA�S SECRET Event
W-3 before the grand opening= Saturday 6th of july
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VICTORIA�S SECRET Event
W-2 Before the Grand Opening = Saturday 13th of july
• Our Facebook pages reveal what is all about… • Dress code :Everything is good • Place :Our shop, Victoria street
• Time : 19h30
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VICTORIA�S SECRET Event
D-3 before the great opening : Wednesday 17 of July
Facebook Contest
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VICTORIA�S SECRET Event
D Day : Saturday 20 Juillet
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VICTORIA�S SECRET The shop
A shop near le Marais on Victoria avenue near to the Hotel de
Ville / Chatelet and parallel to the Rivoli Street.
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VICTORIA�S SECRET The shop
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MEDIA STRATEGY
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VICTORIA�S SECRET Digital Strategy
Objectives:
AWARNESS
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VICTORIA�S SECRET Digital Strategy
Means :
CAMPAIGN BUZZ OF THE BRAND
CAMPAIGN TO CREATE TRAFFIC ON THE POINT OF SALE
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VICTORIA�S SECRET Digital plan of action
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VICTORIA�S SECRET Digital plan of action
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VICTORIA�S SECRET Digital plan of action
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VICTORIA�S SECRET Digital plan of action
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VICTORIA�S SECRET Digital plan of action
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VICTORIA�S SECRET Internet banners
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VICTORIA�S SECRET Press intervention
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VICTORIA�S SECRET Posters
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VICTORIA�S SECRET Partnership
My little Box et Be & Grazia to obtain a panty Victoria �s secret basic
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VICTORIA�S SECRET Press conference
Press Conference preparation - Send to the different people in our press data, a press kit with inside at all informations about the grand opening of Victoria’s Secret shop in Paris - Keep a part of mystery
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VICTORIA�S SECRET Press conference
Progress of the conference : - Invite the different journalist and bloggers of the feminine press - The Pershing Hall - Buffet with champagne and tasty dinner - Fashion show With Victoria�s secret colors - Take pictures with the models - Victoria’s Secret ensemble will be given to each of them
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VICTORIA�S SECRET Press conference
Journalist implication
Most influent bloggers
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VICTORIA�S SECRET Press conference
Magazine • Elle • Marie-claire • Biba • Grazia • Cosmopolitain • Be • Vogue • Femme actuelle • …
Free daily press • 20 minutes • Metro • Direct matin/soir • A nous paris
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VICTORIA�S SECRET Press conference
Blogs • garancedore.fr • carolinedaily.com • leblogdebetty.com • thecherryblossomgirl.com • penelope-jolicoeur.com • deedeeparis.com • besnob.fr • lamodedesfemmes.com • misshello.com • 30ansenbeaute.blogspot.com • …
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MEDIA PLANNING & BUDGET
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VICTORIA�S SECRET Budget
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VICTORIA�S SECRET Budget
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VICTORIA�S SECRET Retro planning
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By DRAPER AGENCY
THANK YOU FOR YOUR ATTENTION