Social Media Campaigns
In collaboration with art directors, marketing, and copywriters; I designed social media campaigns for Victoria's Secret Lingerie, VS Swim, and Victoria Sport to elevate the brand. Striving to provide visual solutions, sleek animations, and aid storytelling that bring ideas to life.
VS Sport Seamless Collection
Designed and concepted "That Seamless Life" campaign to promote a new collection for VS Sport.
Challenge
Create a social media campaign for the new Seamless Collection for VS Sport. Highlight tech features and collaborate with team to promote a lifestyle that encourages customers to join the athletic movement #THATSEAMLESSLIFE.
execution & results
-
Created organic social assets with animated seamless stories and dynamic photography.
-
Presented campaign concepts to the creative team for internal approval.
-
Marketing successfully launched social assets across platforms which resulted in the addition of a new sportswear social handle.
-
Boosted transactions via IG shop and website.
strategy
-
Brainstormed fitness and wellness lifestyle story with Marketing & Copy partners.
-
Collected unique qualities of performance wear.
-
Curated model footage and photography for the campaign with Art Director.
-
Retouch photography to extend key image visuals to represent that seamless life idea.
-
Researched tech call out animations in sportswear.
The New Neutrals
The New Neutrals campaign featured the Sexy Illusions collection. A celebration of diversity of women and lingerie that compliments them.
Challenge
Create a social media campaign for the New Neutrals Collection for Victoria's Secret Lingerie. Help customer navigate through product collections with an emphasis in the bra category. Launch a new chapter for the brand with size inclusivity and excitement to explore the extended bra collection.
strategy
-
Collaborated with art director and marketing to curate video and photography content for social media and behind the scenes stories.
-
Brainstormed with marketing and copy teams to educate customers about essential bras and their functions to enhance their shopping experience.
-
Presented campaign concepts to creative and marketing teams and ensured creative alignment across various platforms including the website, app, and email.
execution & results
-
Created educational content for various social media platforms. Designed charts, animated stories, and curated photography to evoke a sense of sensuality and comfort.
-
Enhanced the shopping experience by introducing personalized tools that enabled customers to find products tailored to their body.
-
Took part within a team that successfully repositioned the brand as size-inclusive; through a strategic and impactful social media marketing campaign.
-
Increased transactions and a stronger online community for loyal VS customers.
Body by Victoria:
See Yourself Campaign
Body by Victoria bras celebrates its 20th anniversary. The "See Yourself" campaign shot by Helena Christensen, shows the women behind VS throughout the years.
Challenge
Create a social media campaign for the 20th anniversary of Body by Victoria for Victoria's Secret Lingerie. Leverage the "See Yourself" campaign to showcase VS models, emphasizing diversity as an opportunity for customers to see themselves represented.
strategy
-
Worked with art director to highlight VS models by capturing their unique stories.
-
Brainstormed with marketing and copy to add storytelling and tech callouts for Body by Victoria bras.
-
Use behind the scenes content to aid Helena Pestova's involvement in campaign photoshoots.
execution & results
-
Leveraged design elements and quotes, to give each social asset a biographical feel.
-
Curated image selections, user generated content and behind the scene footage.
-
Social design successfully highlighted diversity in shape and age groups, encouraging VS customers to trust the brand as their #1 source for bra and panty.
-
Continued brand efforts to improve inclusivity and community through online presence.
2020 pandemic Cultural Shift:
Social Content
During the 2020 Global Quarantine, Victoria's Secret's organic social media team rebranded VS to adapt to the cultural shift. We focused on creating lifestyle content and strengthening the VS customer community. Social media became the main source of communication for the brand, with content encouraging positivity and social distancing activities.
Challenge
Re-voice Victoria's Secret during global quarantine to retain customer loyalty and pivot to lifestyle selling strategy. The strategy included native and relatable angel/model IGTV, post graphics that encouraged positivity, and Instagram stories that promoted social distancing activities and self-expression.
Strategy
-
Brainstorm with Organic social team to create social concepts that creates entertainment and feel good lifestyle to VS community.
-
Work with art director to create decks for VS angels to create organic "angel generated content" that aligned to brand standards and internal story telling ideas.
-
Utilize IG TV, Reels, Tik Tok, and share video content to build a source of communication and customer strengthen relationship.
-
Create content for: Fitness, Styling Tips, Cooking Recipes, Angel Check Ins, Summer Fridays.
execution & results
-
Created fun social assets: Customized VS Giphy, Designed IG/TV & Reel covers, Social Stories, and post drivers.
-
Brainstormed with copy and marketing to capture Angel generated content and feel good content.
-
Launched IG/TV series and kept VS current with social media features and trends.
-
Content helped boost user engagement and positive brand outlook. Brand was able to transition back into store opening and online sales.
