The famous lingerie company Victoria’s secret is one of the most successful brands in the lingerie industry. They showed extremely positive sales for the last 3 years, they have more than 25 millions of followers on Facebook, and their Fashion show has become an American tradition with 9.71 million viewers last year.

What’s Victoria’s Secrets secret for success?

Strong social media presence

Their Facebook page has over 26 million followers and their Pink live over 14 million. They are extremely successful in leveraging their brand through social media by addressing their customers needs’ perfectly.

What makes them a successful brand is that they know who their target audience is. Their posts’ content is mainly focused on targeting its audience,mainly women, interests. They rank second in 2013 among retailers on Facebook because they know what their fans want. (http://www.rankingthebrands.com/Brand-detail.aspx?brandID=571)

Efficient Network

Their website and social media networks are interrelated. Both Victoria’s secret and its Pink line have direct links to their Facebook fan page which will result in increased engagement since it is very unlikely that consumers go look for the page themselves, they usually stumble upon a page through a friend.

More on: http://mashable.com/2009/03/30/successful-facebook-fan-page/

Successful campaigns 

Victoria secret’s constantly creates social media campaigns to increase customer engagement and brand awareness.  A famous successful campaign was the Pinktruck campaign where VSPink visited for the spring break several US colleges. Each day they tweeted where they were going with the hashtag #Pinktruck and they hided stuffed dogs and those who were able to find them won a prize. The level of engagement they derived from this campaigns was incredibly high.

Read more : http://synthesio.com/corporate/en/2014/uncategorized/5-tips-from-the-top-fashion-brands-on-social-media/#

Promotions and discounts
Victoria’s secret is able to increase its brand awareness by constantly supplying its customers with exclusive promotions and discounts. There are always discounts on shipping or free coupons for a limited amount of time which increase engagement by VS lovers. Victoria’s secret usually announces its limited discounts and its gifts give away a few hours in advance on its social media grab its customers’ attention. They will not leave their laptop if there is a discount coming up in the next hour. 

This strategy inevitably strengthens customer loyalty because the customers perceives she is receiving a special treatment.

Listens and involves its customers

Victoria’s secret cares about its customers and it demonstrates so by replying to any question and by running designs contest in its Facebook page.

Fashions show

With over 9,7 million followers last year, Victoria’s secret fashion show is a must watch. In 1995, Victoria’s Secret spent $120,000 on the show. Last year’s fashion show costed approximately $ 13 million.

Read more: http://www.businessinsider.com/victorias-secret-is-the-top-brand-2013-1#ixzz3I9ziYKZs

 

More on: http://contently.com/strategist/2012/05/21/victorias-secret/

 

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