Victoria's Secret: Year to shine

Abby Wong, Jill Tan, Cecilia Wang

Victoria's Secret, a women's lingerie brand, launched a campaign in China to keep up with e-commerce lingerie brands and alter its brand image.

Campaign details

Brand: Victoria's SecretBrand owner: L BrandsAgency: Initiative ChinaMarket: China (Mainland)Sector: Clothing, apparelMedia channels: Online display, Outdoor, out-of-home, Search marketing, Social media, Video on demand, Websites & microsites, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

In China, the meaning of sexiness and beauty is evolving fast. Instead of an outward display of physical appeal, it's now about having inner confidence and being comfortable in one's own skin. The many new online lingerie stores selling onesizefitsall lingerie have been leveraging this new concept...

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