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Female Gen-Z, Millennial Opps: Victoria's Secret shifts strategy to promote inclusivity (Score 85)

Pease. 

According to Pathmatics, VS earned 1.5b impressions through Facebook ads (50%), Instagram ads (45%), desktop video ads (4%) and desktop display ads (1%). It placed 100% of these ads site direct onto sites such as facebook.com, instagram.com, youtube.com, whowhatwear.com and popsugar.com. It spent around $11.7m on digital display ads YTD, a significant jump from $4.5m spent in this channel during the same time period of 2020. Full-year spend increased 29% from $14.6m in 2019 to $18.8m in 2020. 

Per iSpot, VS has only spent around $1.3k on national TV ads YTD. It spent just $300 in 2020 after spending $8.2m in 2019. This year, it placed ads during programming such as "Grey's Anatomy," "Deadline to Disaster," "Papillon," "The Virginian" and "Premier League Goals of the Season." 

Sellers-- VS mainly targets Gen-Z and millennial women through digital display ads. It placed the majority of its digital ads directly onto social sites Facebook and Instagram. The brand's new strategy should not affect its ad placement or general target audience too much. Although, it is trying to be more inclusive. VS also invests in OOH, print and radio ads, per Kantar. Sellers should reach out offering digital ad space. 

Agency & martech readers-- To the best of my knowledge VS works with media AOR Publicis.Sapient on digital. Keep reaching out to the new CMO to pitch your services.