Secrets on Facebook
Many studies have shown that Facebook users want information about new products and special prices and promotions. That is exactly what Victoria’s Secret Facebook pages offer their customers.
The division of the two brands – Victoria’s Secret (for the mature customers) and Pink (for the college-aged customers) has increased the effectiveness of the brands’ overall integrated marketing communications. The social media marketing tactics are tailored to the unique target audiences of each brand.
Victoria’s Secret’s Facebook page features a “Bombshell Blast: Summer Songs” promotion. The page showcases songs, which can be downloaded for free to the first 5,000 fans. Listen to VS’s featured song of the week “Meddle” by Little Boots.
You can download it for free at:
http://www.facebook.com/victoriassecret?v=app_7146470109#!/victoriassecret?v=wall
The VS Facebook also showcases profiles of top “Angels” models. It includes fun facts, beauty secrets and fashion tips. This is a way to further the models’ notoriety and fame, thus, increasing brand appeal.
The fan page for the Pink brand is very engaging to the visitor. In fact, it leads the fashion category on Facebook. This fact is understandable given the demographics of the Pink target audience. The Pink fan pages have creative content, two-way communication with their fans, interesting videos and beautiful photographs that promote the products and the Pink brand as well as publicize sales, discounts and events.
One of Pink’s most successful promotions is “Pink Nation,” an online membership club. This campaign features the “Pink Collegiate Collection” line of clothing. Last spring, there was an online competition among 58 colleges to win “Pink’s biggest bash of the year.” The winning school was West Virginia University! This was a terrific way to engage the co-eds as the “Collegiate Showdown” competition went viral and visitors were allowed to vote daily. Weekly statistics were posted to the site and this ran during and after “March Madness.” The winners were unveiled just like the NCAA brackets.
This wallpaper can be downloaded for free. It provides an affinity with the college and the Pink brand. Plus, it promotes one of the popular designs found on their collegiate line of apparel.
Pink has done an excellent job of obtaining their social marketing goals of increasing brand awareness, increasing brand loyalty and driving sales. This has been achieved by offering a multitude of discounts and specials through their integrated social marketing efforts as well as engaging their fans with videos, interesting photos, downloadable wallpapers for computers and cell phones, quizzes and coupons. Through Pink Nation and its Facebook fan page, fans and followers can join in the discussion of why they love VS Pink products and which ones are their particular favorites.
Tags: brand awareness, brand loyalty, Collegiate Showdown, Facebook, fan page, integrated marketing communications (IMC), PINK, PINK Collegiate Collection, PINK Nation, social media, Victoria's Secret, Victoria's Secret Facebook
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2010/07/15 at 1:57 pm
hey nice blog!! keep it up!! maybe you could put evil secrets on here too!!