Female Gen-Z, Millennial Opps: Victoria's Secret announces revamped fashion show (Score 66)

Sales lead: Reach out to offer ad space & agency assistance to promote the new fashion show. 

• Victoria's Secret (VS) announced it is bringing back its fashion show in a new form. 
• The fashion show will return as a feature-length film called "Victoria's Secret World Tour" in fall 2023. 
• It will be more inclusive and support diversity. 
• The company's DMs also revealed it will ramp up ad spend in support. 

Target demographic: Millennial & Gen-Z women 

The company will likely:

• Significantly increase ad spend 
• Revise marketing messaging to promote inclusivity & diversity
• Seek new agency partners

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: VS spent just $5.4k on national TV ads YTD, an increase from $1.4k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend equaled $2.3k in 2021 and $3.1k in 2022. 
• Ad programming: It placed ads during programming such as Mi famoso y yo, Rebelde [Spanish], Murder, Inc. [Movie], Lost Canyon, and CONCACAF Champions League Soccer. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: VS spent nearly $8.3m on digital display ads YTD, close to the $8.2m spent in this channel during the same time period of 2022. 
• YTD data: 1b impressions via Facebook (55%), Instagram (32%), YouTube (13%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend dropped 5% from $29.8m in 2021 to $28.2m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, instyle.com, and weather.com. It placed 1% of these ads indirectly through The Trade Desk onto sites such as instyle.com, chegg.com, yahoo.com, msn.com, and brides.com. 

Additional channel insights  

• Vivvix: It also utilizes OOH. 

Agency analysis:

• Opportunity: Keep reaching out to VS's new chief customer officer to see if you can pick up some of its business. 
  • Be sure to mention how you can help promote the revamped fashion show. 
• Current roster:
  • WPP Group: digital AOR
  • Digitas: media & socia AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.