Media Plan
In a media planning course, we used the fake client of Victoria’s Secret and were tasked to develop an integrated marketing campaign for its brand extension effort. We did this through research into current and prospective consumers, niche competitors, as well as the general consumer culture.
We were to include a big idea for this campaign with some prototype ads and the media plan had to cover the pre launch, launch, and six-month post-launch period.
Our communication goals were:
•Become or remain top of mind among women of different sizes and shapes who are looking for “sexy” (however they define it) intimate apparels.
•Improve brand perception and favorability among women of this demographic.
•Increase repeat purchase among existing consumers
Victoria’s Secret
