Victoria's Secret COVID-19 Social Strategy

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Victoria's Secret COVID-19 Social Strategy

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Victoria’s Secret COVID Strategy: Establish Victoria's Secret organic social to be primary lines of communication to current customers and followers while stores are shutdown.  We will slowly but actively ramp up content, traffic and awareness to the site by focusing in (3) areas:​

  1. PRODUCT & PROMOTIONS – VS to naturally and slowly integrate back into relevant products to drive site commerce focusing on what she wants to see now – BBV out of the gate and potential focus on relevant lounge/comfy, sleepwear, & sport. 

  2. CULTURE NOW & CURRENT CONVERSATIONS – Be true to her and what’s going on in the world right now.  Keep an optimistic tone and provide tips + content around staying home, WFH, self-health and quarantining.​

  3. SERVICES – We are here for her – online back up and running – here’s how we can help with digital services while she is at home (IG DM Bra fits, Bra tips – how to care, TLC, etc)​

My Role:

  • Create and establish social point of view and strategy and receive buy-in from leadership

  • Lead on all creation of briefs and content creation for social channels. Includes creation of text/custom created graphics, user generated content from associates and Models content, setting appropriate cadence and frequency of posts

  • Brief and manage cross functional teams to execute the content to brand requirements and standards

  • Liase with Customer Care Center to create a guide in order to ensure that brand replies appropriately to customers with the appropriate tone, copy and engagement methods.

  • Supply insights, learnings and KPIs to inform future decisions. Through this monitoring, establish trends that the brand can optimize on and can double-down on.

Results:

  • With the change in content strategy, copy tone, and direction, within a month, there was a lift of 17% from usual social benchmarks.

  • Saw a shift with how our Instagram followers engaged with our content, leaving high-quality positive comments that related to the content at-hand and further discussion around our post’s topic (typical comments on this channel are just emojis or complaints about brand)

  • Short videos exceed all content performance and resulted in #1, #3, #4 most viewed videos of 2020 (with over 1.5MM views per video)

  • Achieved the #1 best performed IG Story in 2020 with an interactive Q&A sticker that allowed our followers to have a dialogue with us. Resulted in over 1MM in Reach

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Strategy Proposal and Overview: Work to identify key content opportunities for the brand given that current campaign imagery were not culturally appropriate in the midst of the COVID-19 pandemic. With consideration of our survey results from our customers, I helped to oversaw the process of the look & feel for newer graphic elements of social that we have not utilize before.

3 Key Insights:

  1. Her life has forever changed- let’s be empathetic

  2. Entertain her by leaning into Culturally Relevant conversation and social exclusive content at that moment

  3. Provide her with information and content that she can implement at home while under quarantine.

Social Exclusive Loop-able Videos paired with a quarantine related “thought” or “mood”

Education & Entertainment: through memes, feel-good text graphics and “Tips & Tricks” for bras and lingerie

Empathetic Content - Models & Associates were utilized to humanize the brand. Looking to showcase a “real” view of how our business, associates and models are coping with the big change in the everyday, I helped to procure these native images from our teams and models. Including long-form video (See below for first 2 episodes of the series)