Vicseccasestudy

Victoria’s Secret WebcastVictoria’s Secret Webcaston broadcast.comon broadcast.com

Case StudyCase Study

Victoria’s SecretVictoria’s SecretMarketing GoalsMarketing Goals

Build brand awarenessBuild brand awareness

Develop the male target audienceDevelop the male target audience

Increase store & on-line salesIncrease store & on-line sales

Improve awareness of Intimate Improve awareness of Intimate Brands (parent company) within Brands (parent company) within financial communityfinancial community

Victoria’s SecretVictoria’s SecretMarketing StrategyMarketing Strategy

Webcast a runway fashion show prior Webcast a runway fashion show prior to Valentine’s Day to Valentine’s Day

Drive traffic using traditional and on-Drive traffic using traditional and on-line media and promotionsline media and promotions

Target different ad messages to two Target different ad messages to two separate target audiencesseparate target audiences

Victoria’s SecretVictoria’s SecretMarketing StrategyMarketing Strategy

Drive traffic to 2-month old Web site to Drive traffic to 2-month old Web site to generate e-commercegenerate e-commerce

Capture names on the Web site for Capture names on the Web site for future direct marketingfuture direct marketing

Marketing Tactics:Marketing Tactics:Male Consumer AudienceMale Consumer Audience

Buy one :30 TV spot in the Super Bowl, Buy one :30 TV spot in the Super Bowl, to air three days before the Webcast.to air three days before the Webcast.

Create interest among male target audience Create interest among male target audience who are reluctant to come into a storewho are reluctant to come into a store

Create immediate awareness of the Fashion Create immediate awareness of the Fashion Show by being in front of the largest Show by being in front of the largest television audience available in Januarytelevision audience available in January

Reach consumers as well as investorsReach consumers as well as investors

Marketing Tactics:Marketing Tactics:Building the BrandBuilding the Brand

Buy full page ads in USA Today and Buy full page ads in USA Today and New York Times, WSJ & BarronsNew York Times, WSJ & Barrons

Established the URL and webcasting dateEstablished the URL and webcasting date

Ad copy directed to the male audienceAd copy directed to the male audience an untapped target audiencean untapped target audience more likely to order on-line than walk in more likely to order on-line than walk in

storestore

Marketing Tactics:Marketing Tactics:Drive traffic to the eventDrive traffic to the event

Use on-line advertising and marketing Use on-line advertising and marketing to drive traffic to the event:to drive traffic to the event:

Buy banners on selected sitesBuy banners on selected sites

Partner with broadcast.com to run audio ads Partner with broadcast.com to run audio ads promoting webcastpromoting webcast

Use broadcast.com e-mail newsletter and e-Use broadcast.com e-mail newsletter and e-mail to Victoria’s Secret’s site database to mail to Victoria’s Secret’s site database to remind people about eventremind people about event

Promotion on broadcast.com - Audio Gateway ads and billboards

Pop-up link to event page and 30-second audio promo spot by Supermodel Tyra Banks

Online Marketing: Newsletters

broadcast.com’s newsletter reached over 400,000 web users

Victoria’s Secret sent reminders to thousands who had pre-registered

Marketing Tactics: Investor Relations

Target messages and P.R. campaign Target messages and P.R. campaign to investment community to to investment community to promote Intimate Brands stockpromote Intimate Brands stock

Buy ad in The Wall Street Journal Buy ad in The Wall Street Journal with I.R. messagewith I.R. message

Stage event on NYSE on day of Stage event on NYSE on day of webcastwebcast

Marketing Tactics: Investor Relations

Marketing Tactics: Investor RelationsSupermodel Stephanie Seymour and Grace Nichols, President and CEO of Victoria’s Secret rang the closing bell at the NYSE on the day of the Fashion show.

Marketing Tactics: In-store Promotions

In-store promotion of event in 820 retail In-store promotion of event in 820 retail stores:stores:

URL of webcast printed on store URL of webcast printed on store receipts receipts

Full-color bag inserts of Tyra Banks Full-color bag inserts of Tyra Banks and new company website and new company website www.victoriassecret.comwww.victoriassecret.com

Webcast Event FeaturesWebcast Event Features

Streaming videoStreaming video

Unlimited audience capUnlimited audience cap

RealNetwork's playerRealNetwork's player

Multicast feeds Multicast feeds

Victoria’s SecretVictoria’s SecretWebcast ResultsWebcast Results

Super Bowl spot viewed by XXXXSuper Bowl spot viewed by XXXX

Unbelievable press coverage by every major Unbelievable press coverage by every major broadcast and print outlet in the U.S. and abroadbroadcast and print outlet in the U.S. and abroad

2 million visits to the Web site on the day of the 2 million visits to the Web site on the day of the eventevent

1.4 million viewers to the live event1.4 million viewers to the live event

E-commerce on-site that recouped all marketing E-commerce on-site that recouped all marketing dollars spent on the promotiondollars spent on the promotion

Victoria’s SecretVictoria’s SecretWebcast ResultsWebcast Results

Name capture on-line for future marketing programs - over 150K names and growing by 5K per day.

Victoria’s SecretVictoria’s SecretWebcast ResultsWebcast Results

Intimate Brands stock increased 10% on the day of the webcast, based on anticipated increase in sales from on-line new male target audience

Press Coverage: New York TimesPress Coverage: New York Times

Worldwide Internet audience figures like these have only been associated

with prime time national television programming. It shows the incredible

global drawing power of Victoria's Secret and the limitless potential of

the Web,"

Press Coverage: USA Today Online

“More than 1.5 million cyber surfers tuned into the Webcast of the Victoria's Secret fashion show, company officials said Thursday.”

USA Today

Press Coverage: USA Today

Enormous increases in traffic to the Web site.

Launched with no fanfare on Dec. 4, the Web site proved to be a big hit during the Christmas season, racking up orders from 37 countries only hours after its debut.

A big boost on Wall Street.

It's no coincidence that supermodel Stephanie Seymour rang the closing bell at the NYSE. Wednesday, the stock of Intimate Brands jumped 10% after the company said its fourth-quarter earnings beat Wall Street estimates.

Luring men into the den.

According to Razek, women make more than 90% of Victoria's Secret purchases in retail stores and through catalogs. But since the Web site launched in December, men have accounted for about 35% of online sales.

Press Coverage: BBC Online

“Victoria’s Secrets shared with 1.5 million…”

"For 1 million people to move to a completely different medium is unprecedented....We're thunderstruck with customer response."

Ed Razek, Chief Marketing Officer, Intimate Brands

Client Quotes

Client Quotes

``The success of our marketing campaign….exceeded our wildest dreams.'’

“It’s the best money we ever spent.”

Ed Razek Chief Marketing Officer Intimate Brands

Client Quotes

“Our event on February 3rd would not have been possible without the planning and execution of broadcast.com…”

The result - a world-record setting Webcast event that went off without a hitch -speaks for itself”

“I know as we work together in the future, we will continue to rely on broadcast.com for the best in streaming video expertise in the business.

Kenneth Weil Vice President, New Media Victoria’s Secret

But…the biggest results:But…the biggest results:

MassMedia

InteractiveMarketing

Meets

Media Links to the Pre-show:Media Links to the Pre-show:

General IntroductionGeneral Introduction Grace Nichols - President & CEOGrace Nichols - President & CEO

New Cosmetic LineNew Cosmetic Line Bud Taylor - Executive VPBud Taylor - Executive VP

Marketing & GoalsMarketing & Goals Cindy Fields - President of CatalogsCindy Fields - President of Catalogs

Advertising and Marketing EffortsAdvertising and Marketing Efforts Jill Felton, Director of Corporate Communications & John Jill Felton, Director of Corporate Communications & John Ricker, CIORicker, CIO

Television CoverageTelevision Coverage The View, Inside Edition, Extra, Entertainment Tonight, The View, Inside Edition, Extra, Entertainment Tonight, Access Hollywood and SuperBowl Ad.Access Hollywood and SuperBowl Ad.

Press Coverage online:Press Coverage online:

USA Today:USA Today: Victoria's Secret Webcast lures 1.5M

Broadcast.com: Broadcast.com Reaches 2 Million Users In One Day

New York Times: Victoria’s Secrets Webcasts Show

Internet.com News: Victoria’s Secret Won’t Be Safe After Webcast