Victoria’s Secret Mother’s Day Campaign: The first time the brand dedicated a point of view to dedicate all marketing element to celebrate mothers and the holiday. Also the first-ever moment in the brand history to utilize key figures that extend beyond models. Launching the initiative on the VS homepage, social, email, app and more.

My Role:

• Create Mother’s Day POV to create custom content to support the holiday

  • Content Strategy focused on celebrating the role of a mom and now her role has changed within the shutdown during the COVID outbreak.

  • Dedicated 4 custom made videos to speak to 4 ways in which moms are flexing their skills to keep families going: Relatable Realities, Mom Advice, Connecting from Afar, and Celebrate Moms.

• Brief creative teams to visually bring the marketings strategy of celebrate the role of a mom through video and photography procured from internal employees and models.

• Manage distribution to +30 internal employees to procure content to be utilized on site, email and most importantly social.

• Crafted the first process to procure and utilize user generated content in a massive way for the brand. A first-time for the company to operate in this manner for campaigns.

• Oversee all legal clearance to utilize content.

Results:

• With the recent brand shift speaking to how she is feeling versus how she looks, social started to see a rift between newly reached audiences and our existing fans. 

• Stepping into a more relatable tone and narrative, social saw a lift in new account reached, but saw hesitation from our engaged audiences, which is why our overall performance resulted under average benchmarks.

• However, looking at the campaign from a higher level across owned and earned social media posts, the general sentiment increased +25% from usual average, telling us that the content reached the right audiences who welcomed the change from VS.​

Fun Fact: With the shift in our strategy - we started to garner comments like this:

“Not sure whose taken over the IG, but I've loved the new content of "Behind the Scenes" and helpful tips on how to prolong longevity of bras and the "graph" styles pointing out what each part of the bra is called. It's cool seeing that! Also appreciate seeing team members that share what they're designing”