Q: What's Victoria's Secret? (Social Media Campaign Analysis)

A: A solid social media campaign

Victoria Secret's PINK campaign is a nationwide project designed to target a younger audience by utilizing a variety of tactics to identify with today's growing online community. With over one million members, this campaign has proved very successful. Becoming a member of Pink Nation offers many benefits, including discounts on products, useful shopping suggestions and the opportunity to follow them on Twitter and Facebook. In fact, their Facebook fan page has well over two million members, making it one of the most followed pages on the entire Facebook network.

SWOT Analysis

Strengths

• Membership is FREE! The target audience for this campaign is for University/College students, who are not the most financially stable. Thus, signing up for a free membership is much more appealing.
• A very interactive website that provides a chance to participate in effective two-way communication.
• Addressing students' love of music by listing top 40 songs that have been released that are popular among targeted demographics
• An opportunity to win a Pink Party for their respective college campuses.

Weaknesses

There were not many weaknesses in this campaign because it is free to sign up and have almost four million followers. However a few noted weaknesses include:

• Exclusive to the United States only. You must have a US address in order to sign up for Pink Nation. Victoria's Secret is notorious around the world. An expansion of membership should be taken into consideration.
• Facebook fan page > Pink Nation membership. The promotions team should be pushing membership and look to expand the 59 member campuses across the United States.

For more information on this campaign, check out the following blogs!

Aislin O'Hara - Kiss on the Lips
Casey Mundy - Casey's Thoughts
Catherine Flint - The Way I See It
Christiaan Rapcewicz - Q is for Queer
Laura Phillips - Adventures in Public Relations