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Victoria’s Secret entices mobile-savvy spring breakers with two-pronged sales approach

Victoria’s Secret is driving sales ahead of spring break by asking Instagram followers to upload a photo showcasing their Friday activities for a chance to win a gift card, as well as rolling out promotions to coincide with the contest.

The lingerie retailer is gearing up to promote its products ahead of spring break, a popular purchasing period for individuals going on warm-weather trips. To complement its recent mobile-first sales initiatives, Victoria’s Secret is rewarding social media followers with a chance to win a major gift card, and is also alerting them first to its Friday-only promotions that will continue through March.

“Victoria’s Secret’s dual messaging strategy gives it a better chance of maximizing engagement around spring break,” said Christine Cline, vice president of marketing at Retale, Chicago. “Some users will gravitate toward the contest while others will be excited by the product promotions.

“Either way, consumers are engaged with Victoria’s Secret and will keep the brand top-of-mind as they start shopping for spring break essentials.”

Heating up engagement
Victoria’s Secret invited consumers to partake in its first #FeverFridayContest several days ago. The brand posted a short video on its Instagram account that flashed through several spring break-related images, and included a caption telling social media users that the brand was interested to see what its fans were doing on Friday, whether that meant going on a Victoria’s Secret shopping spree or spending time with their significant other.

Individuals were then asked to upload a photo showcasing their end-of-week activities via the #FeverFridayContest hashtag. This contest will run each Friday through March 11, giving fans ample opportunity to plan the perfect entry post.

Each week, a panel of judges will select 10 winners, who will each receive one $500 Victoria’s Secret gift card.

The #FeverFridayContest is already rife with posts from excited consumers, containing photos of fans sporting Victoria’s Secret swim gear and shopping bags, among others.

While the rules do not indicate that consumers must include the retailer’s products in their entries, many consumers are doing so in a bid to increase their chances. Consequently, if entrants’ followers spot the posts on their Instagram feeds, they may be swayed to purchase similar products or check out Victoria’s Secret’s other items, particularly if they have spring break plans.

As many of Victoria’s Secret’s core customers belong to the millennial demographic, the retailer is embarking on a smart strategy to begin marketing its products ahead of spring break. Consumers who have planned trips to warm-weather locales will undoubtedly be searching for new swimwear and apparel pieces to wear during their vacations.

Roping in promotions
To complement its social media tactics, the lingerie giant is informing Instagram followers of the new offers it will be rolling out each Friday. At the end of last week, the promotion entailed a free Angel Graphic Tee for any shopper who purchased two bras, as well as complimentary shipping on purchases totaling $50 or more.

Victoria’s Secret is well-poised to drive sales among spring breakers this year by employing a two-pronged mobile marketing approach. Other retailers may also want to introduce limited-time promotions to coincide with contests.

The new campaign arrives on the heels of several mobile-heavy strategies rolled out in the past few weeks.

Victoria’s Secret also enticed Valentine’s Day enthusiasts with a doodle contest for its Snapchat followers, offering a chance to win one of its personalized panty kits in time for the retail-oriented holiday (see story).

Additionally, Victoria’s Secret is building its popular swimwear line with a mobile-optimized platform on which users can mix and match bikini tops and bottoms, reflecting the growth of convenient and individualized shopping experiences (see story).

“A one-size-fits-all approach no longer works with today’s shoppers; retailers need to consider a range of messaging tactics in order to stay top-of-mind,” Ms. Cline said. “Social media is such an important tool for retailers and promoting contests and flash deal events digitally have been effective tactics.”