Victoria Secret
Campaign Plan
Kevin Fofanah, Shakila Johnson, and Raiyona Rice
Page 1
Table of Contents
Administrative Summary Page 3
Victoria Secret History Page 4
Formative Research Page 5-6
Campaign Background Page 7
Tactics Breakdown Page 8
- Social Media Marketing Page 8
- Brand Ambassadors Page 9
- Public Apology Page 10
Evaluative Research Page 11
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Administrative Summary
Mission Statement
Being kind to the planet and fostering an atmosphere of safety, diversity, and inclusion among
our shareholders.
Direction
Repositioning the company as one that openly supports women and women’s issues and as an
ally of the LGBTQIA+ community.
Campaign Objectives
● Changing the perception of “lingerie company catered towards men” to a “lingerie
company that captures the beauty of women of all shapes and sizes.”
o Though Roy Raymond never expected his company to go down the road it did,
his view of a women’s company for men didn’t allow for any drastically different,
possible outcomes. Raymond had indirectly created a toxic working environment
that put women at the mercy of men.
● Issue a public statement admitting to the failings and shortcomings of the previous
executives while committing themselves to become a more inclusive, diverse brand
actively.
o Interim CEO John Mehas dropped the ball when he first allowed models to be
disgruntled long enough for the Times to break the story without having a proper
crisis response in place. Secondly, he didn’t immediately issue a statement
denouncing his predecessors and painting a socially responsible future for the
brand. This. in turn, resulted in the brand losing credibility and the perception of
transparency.
Tactics Used
● Social Media Marketing
● Brand Ambassadors for social sites: Instagram, YouTube, and TikTok
● Public apology letter
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Victoria Secret History
Victoria's Secret was founded in 1977 by American businessman Roy Raymond. Inspired by an
uncomfortable trip to a department store to buy underwear for his wife, Raymond set out to
create a place where men would feel comfortable shopping for lingerie. In five years, despite
making a steady four million in annual sales, the company was headed towards bankruptcy. This
is where we see Les Wexner, owner of L Brands, swoop in and acquire Victoria Secret’s six
stores and entire catalog for roughly one million dollars. By the early 1990s, Victoria's Secret
had become the largest lingerie retailer in the US, with 350 stores nationally and sales topping $1
billion. After exponentially expanding the Victoria Secret brand in 1995, Wexner brought on Ed
Razek to head the first of what would soon become their iconic fashion shows. Razek and
Wexner were responsible for hand-picking the models to walk the show. Due to this, they
became some of the most influential people in the modeling world.
Victoria Secret was riding high till it all came crashing down. It began in a 2018 interview where
Razek sent the internet into a frenzy after making controversial comments about transgender and
plus-size models. “We’re trying to sell a fantasy,” Razek told reporters. Razek issued a formal
apology, but calls for his resignation began to flow in. The company’s lack of diversity on their
board was put under fire shortly after; of the 11 board members, 9 were men. Wexner responded
to the criticisms on all sides by hiring their first body-inclusive and transgender models,
appointing two new female board directors, and announced the resignation of Razek in the
Summer of that same year. Though these were positive changes ten months later, the company
faced another challenge when Wexner was discovered to be linked to convicted sex offender
Jeffrey Epstein. Despite denying all claims of wrongdoings, Wexner stepped down from his
position shortly after.
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Formative Research
The following details are for the communication strategy for Victoria’s Secret, inc. as
determined by the members of the JOMC 386 Public Relations Campaign Project Group
Members.
After initial phase one analysis and extensive research, it has been determined that Victoria’s
Secret, inc. has lost the trust and support of its public. Our findings indicate that a primary reason
for this loss of favor is the words and actions of former corporate leaders of L Brands, the parent
company. These former leaders’ most prominent negative actions are sexual harassment
allegations and documented instances of fatphobia and transphobia. Our research also found the
reasons listed below to contribute to why there has been a notable decline in the company’s
brand loyalty, sales, and revenue.
The additional reasons are as follows:
● A lack of diversity and inclusivity in models
● The brand's limited size ranges offered online and in-store
● Non-competitive pricing
Due to the time constraints of this campaign, it is suggested that we narrow the focus of this
communications strategy to address what we believe are the two most damaging factors; The
sexual assault allegations and the limited sizing. By addressing these factors, Victoria’s Secret
can begin to mend the relationship with its current public and drive up social media interaction
and online sales.
These factors will be addressed with the following actions:
● Issue a statement of support for the victims of sexual harassment at the hands of former
leaders
● Increase the size ranges of Victoria’s Secret PINK, Victoria’s Secret Sport, and Victoria’s
Secret Lounge from the current sizing of XS-L to include sizes from XS-XXL both
online and in stores
● Increase the size range of the Everyday Comfort bras and the VS PINK Wear
Everywhere bras to include all sizes from 30AA-46 F
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In addition to these initiatives, it is recommended that the advertising efforts be updated to align
with the company’s new direction and intended. Research has shown that the public has placed a
heavy emphasis on diversity in all capacities. In order for you to compete in this market, you will
need to cultivate a relationship with online shoppers and a younger demographic who are
increasingly concerned with brand integrity, inclusivity, and pricing. Through this campaign, the
goal is to use the internet as a tool to communicate with your publics to show your innovation in
the lingerie industry.
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Campaign Background
Problems concerning Victoria’s Secret didn’t end with the resignation of Wexner; they only
brought bigger ones into the light. Shortly after Wexner’s resignation, more than 100 models
signed a letter to Victoria's Secret then-interim CEO John Mehas demanding that the lingerie
company increase efforts to "protect the people they profit from." The complaints were made
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against Razek; the allegations stated in the letter included bullying, lewd comments, and sexual
harassment. However, it wasn’t until the Times caught wind of potential widespread harassment
that the crisis exploded.
The Times would then uncover several accusations of inappropriate conduct toward models. The
report also stated that Wexner was alerted to Razek's behavior and turned a blind eye several
times. Women who had come forward lost their Victoria's Secret modeling jobs as a result.
These men presided over an encapsulated culture of misogyny, bullying, and systemic
harassment. According to The Times, more than 30 current and former executives, employees,
contractors, and models accused the two former board directors of repeated instances of
inappropriate conduct, retaliation for denied advances or whistleblowing, and the creation of an
environment where models felt pressured into uncomfortable situations.
Tactics
Social Media Marketing
The social media marketing campaign will consist of brand ambassador partnerships and
occasional ads.
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Social Media Ads
The ads will consist of new products that have been released. It will also consist of reoccurring
ads and partnership ads.
Victoria Secret Ambassadors
We will have a team of 4 ambassadors per social media site (Instagram, YouTube,
Instagram/TikTok). The ambassador will be a group of diverse women.
A complete list of all ambassadors for each platform can be found on page 10.
Ambassadors will receive a beauty box every month to create sponsored posts for their platform.
Every ambassador will post on their Instagram story twice a month. Each ambassador will have a
promo code for 15% off all orders. Below are the ways the ambassadors for each platform will
promote the product.
Instagram & Tiktok Sponsored Post
● Ambassador will be required to post on their main page once a month
● Ambassadors will be required to post 2 TikTok videos a month (only for TikTok A)
● Ambassadors will receive two lingerie set, two bra & panties set, a perfume, and a face
mask
● Ambassadors specifically for TikTok receives an extra lingerie set to promote
YouTube Sponsored Post
● Ambassadors will be required to post a sponsored YouTube video 1-2x a month.
● Ambassadors will receive three lingerie sets, 2-3 bra & panties sets, a pajama set + face
mask.
Victoria Secret Ambassadors
Instagram Ambassadors
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MJ Rodriguez Jessica Torres Chrystal Saint- Clair Thao Nhile
@mjrodriguez7 @thisisjessicatorres @chrystalsaintclair @thaonhile
Instagram: 1M Instagram: 133K Instagram: @91.8k Instagram: @496K
TikTok/ Instagram Ambassadors
Dearra Taylor Kristal Heredia Mila Gonzalaz Rachel Ray Clarke
@dearra @kristalheredia @msmilagonzalez @rachelrayclarke
IG:5.4M TT:2.9M IG: 328K TT:421.7K IG: 32.3k TT:64.6K IG: 20K TT:15.7K
YouTube Ambassadors
Loey Lane Kennedy Cymone Sandy Diana Bang Arnell Armon
@LoeyLane @ KennedyCymone @Sandy Diana Bang @arnellarmon
Subscribers: 2.24M Subscribers: 1.88M Subscribers: 275K Subscribers:791K
Apology Statement
Dear L Brands Friends & Family,
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We would like to use this opportunity to address the sexual harassment claims against two of the
company’s former executive board members. On behalf of L Brands and Victoria’s Secret, we
extend our sincerest apologies for the horrific actions of those individuals.
We were deeply disturbed while reading the recounts of these atrocities detailed by the survivors.
We understand that many were made to feel uncomfortable, vulnerable, and unsafe by the
actions of those individuals.
There are no words to express the sorrow and regret we feel for the pain caused by those in
positions of power. We understand that there are no words that can return the safety and security
taken from the victims of these unfortunate incidents.
With new leadership, we are working diligently to create an atmosphere of safety, diversity, and
inclusion. Our staff has undergone extensive sexual harassment training, and we have updated
the company policies to develop safeguards for staff and opportunities for accountability for
executives. Over the last six months, our executive staff has donated over 2,500 hours of
voluntary work and over $15,000 to RAINN, an anti-sexual violence organization.
We have a long journey of healing, but we are committed to making Victoria’s Secret a safe
space for everyone to express themselves.
Sincerely,
Amy Hauk
Chief Executive Officer for PINK
Greg Unis
Chief Executive Officer of Victoria’s Secret Beauty
Martin Waters
Chief Executive Officer of Victoria’s Secret Lingerie
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Evaluative Research
Our PR team decided the best way to monitor campaign performance would be to monitor both
outcome and impact metrics before and after the public statement being issued. We believe that
sales activity and a pre and post-survey would be the best way to record these results. This, in
turn, provides the brand with specific data required for a new tailored approach to their
stakeholders.
Pre-campaign questions:
● How often do you shop at Victoria’s Secret or any of its sister stores?
● What products have you bought from Victoria’s Secret?
● What’s something Victoria’s Secret could improve on?
● Do you feel accurately represented by Victoria’s Secret?
● What is your opinion on the current state of Victoria’s Secret?
Post-campaign questions:
● Are you a fan of Victoria’s Secrets’ recent redesign?
● Do you shop at Victoria’s Secret more or less frequently now?
● What’s something you’d like to see more of?
● Is there anything else we could improve on?
● How likely are you to return?
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