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Victoria’s Secret targets fashion-savvy customers with new mobile campaign

By
April 27, 2012

Victoria’s Secret is continuing to make its presence known in the mobile space through a series of mobile ad campaigns that aim to reach a variety of consumers.

The company is running several mobile ads – both full page and banner – within Pandora’s iPhone application. In the past few months, Victoria’s Secret has been running mobile ads within several different apps to reach a broader audience.

“Victoria’s Secret is running a colorful and impacting campaign creative that is consistent with its marketing and product messages from its other channels such as TV,” said Simon Buckingham, CEO of Appitalism, New York.

“The main challenge with trying to get actual sales from the mobile site is that consumers are generally not yet as familiar or comfortable entering their credit card numbers or buying on smartphones as they are using a PC or at retail stores,” he said.

Mr. Buckingham is not affiliated with Victoria’s Secret. He commented based on his expertise on the subject.

Victoria’s Secret did not respond to press inquiries.

Secretly targeted
What is great about the ads is that they are targeting a variety of consumers.

Victoria’s Secret is running full-page ads promoting its Dream Angels products and also mobile banner ads that highlight its Pink line.

Both mobile ads encourage consumers to shop the latest products.

Through both mobile ads consumers can shop the new Dream Angels collection, as well as browse offers and find the nearest store.

Adding a store finder function is a good way to not only drive in-store foot traffic, but to also give consumers an option to browse the products in person if they are wary of buying anything through their mobile device.

Past efforts
Victoria’s Secret has been ramping up its mcommerce ad strategy for the past couple of years.

Last year, the company strengthened its mobile presence via targeted ads that let fashion-savvy shoppers buy and learn more about the company’s new Heartbreaker collection (see story).

Most recently, Victoria’s Secret ran mobile commerce-enabled ads that let consumers shop directly from their handsets no matter where they are.

The company promoted its line of Pink panties with an offer that enticed users to tap on the ad (see story).

“Getting impressions should not be a challenge for Victoria’s Secret, but converting them into mobile shoppers is likely to be more difficult,” Mr. Buckingham said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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