AIDA: #CampPINK
17:17
Earlier this year Victoria’s Secret PINK (A sub-division of the brand aimed at teenage and adolescent women) hosted an exciting competition where participants could enter through a variety of means for the chance for themselves and a guest to be whisked away to Camp Timber Lake, New York to take part in a variety of sponsored activities branded by Victoria’s Secret PINK.
Aware
Potential entrants were made aware through Victoria’s Secret PINK’s social media channels. Throughout April and the weeks leading up to the “sweepstakes period”, the competition was promoted heavily on Facebook, Twitter, Instagram and Snapchat.
Fig 1. Instagram Screenshot, Victoria's Secret (2016)
Demographic research shows that the promotion would’ve been most effective on Instagram and Snapchat and least effective on Facebook, with the brand engagement figures reflecting this.
Comparing the same image, the Facebook post received 462 ‘likes’ and a disappointing 19 comments.
Fig 2. Facebook Screenshot, Victoria's Secret (2016)
However, the social media platform statistically shown to be far more popular amongst teenagers attracted over 108k likes and hundreds of comments.It appears Victoria’s Secret PINK had also done their research and were well aware of this divide, as extensive promotional images were posted to Instagram over the next few months while Facebook only received the occasional update to lukewarm response. It is plausible to assume that far more people were made aware of the campaign through Instagram than any other platforms.
Fig 3. Instagram Screenshot, Victoria's Secret (2016)
Additionally the extensive use of the hashtag #CampPINK would cause the tag to trend and bring the attention of the campaign to others who would otherwise not be interested in Victoria Secret PINK to follow their social media channels. Promotion of the involved app on the Android and Apple app store along with in-store promotion via the alternative method of entry involving the purchase of a “PINK chug mug” were effective means of communicating the competition to the customer.
Interest
Details of what entrants could potentially win created interest in the campaign. As the terms and conditions state, winners would receive the following:
- A 3 day, 2 night trip for the winner and a guest to ‘Camp PINK’ (Camp Timber Lake, Shandaken, New York) from June 10th to June 12th. The camping experience would be hosted by the sponsor with all activities and events to be decided by them.
- PINK apparel and accessories.
- Round-trip coach air transportation from the nearest major airport to the winner’s residence to/from Camp PINK.
- Average retail value of each prize is $2,000. With 25 winners the total amount of money being spent is around $50,000.
Desire
There are many factors here that could garner the interest and desire of the consumer here.
Fig 4. Tumblr Screenshot, Victoria's Secret (2016)
Firstly there is the chance of spending three days with Victoria Secret Models who have become a symbol of female perfection and idolised on social media platforms popular with PINK’s demographic such as tumblr.
Secondly, some may be interested purely in the chance to win a trip to a beautiful camping site with all expenses paid for.
Finally, there is of course the free apparel and accessories up for grabs with the prize package.
Fig 5. Instagram Screenshot, Victoria's Secret (2016)
Note that in every single promotional image of before, during and after the camp posted to social media, the models and winners involved were all wearing distinctively branded Victoria Secret PINK apparel, highlighting the heavy promotion of the product throughout.
Action
There was a very short time limit on when one could enter. Although you could enter through a variety of methods such as downloading their PINK app, purchasing a chug mug in-store or signing up through the post, you had to be a member of their club and await notification for when the sweepstake period would begin. Consumers were encouraged to follow and regularly check PINK’ssocial media channels for updates, where they would be exposed to many promotional materials of their products and the camp to build excitement for the competition. The knowledge that there are only a limited number of prizes available would incite people to act immediately.
Bibliography:
Fig 1. Instagram.com. (2016). Victoria’s Secret PINK (@vspink), Instagram photos and videos. [online] Available at: https://www.instagram.com/vspink/
Fig 2. Facebook.com. (2016). Victoria’s Secret PINK (vspink), Facebook photos and videos. [online] Available at: https://www.facebook.com/vspink/
Fig 3. Instagram.com. (2016). Victoria’s Secret PINK (@vspink), Instagram photos and videos. [online] Available at: https://www.instagram.com/vspink/
Fig 4. tumblr.com. (2016) Victoria’s Secret Fan blog, tumblr photos and videos. [online] Available at: http://vicsecret-angels.tumblr.com/
Fig 5. Instagram.com. (2016). Victoria’s Secret PINK (@vspink), Instagram photos and videos. [online] Available at: https://www.instagram.com/vspink/
0 comments