Victoria's Secret
Media Planning · EnterpriseRebuilding the media mix for a brand mid-reinvention.
2
competitors (Aerie, Skims) now split the exact positioning VS repositioned toward in 2021
key findings
quarterly channel budget, before → after
4,812 likes
victoriassecret Fit isn't one size doing all the work, it's the right size doing its job. Every body, the right fit. #RealFit
why i chose this
Victoria's Secret spent decades as the default. Then Aerie and Skims made "default" the problem, not the strength. I wanted to practice budget allocation at a scale where the answer isn't "post more," it's "post the right thing, on the right channel, at the right funnel stage."
the challenge
The brand's 2021 repositioning fixed the message. It didn't fix the media mix: legacy spend still leans on the channels that built the old brand, not the one they're rebuilding. The real question: how do you reallocate an enterprise media budget without starting from zero?
research
Mapped the competitive set (Aerie, Skims, Savage X Fenty) by channel presence and content tone using Meta Ad Library and TikTok Creative Center, and reviewed public reporting on VS's post-repositioning brand tracking against Aerie's community-first growth model.
what i noticed
the strategy
Split the funnel on purpose: founder- and product-forward paid media for mid-funnel conversion, competing with Skims' strength, and UGC/community content for top-of-funnel trust, competing with Aerie's strength, instead of one blended message trying to do both jobs.
execution
Built a sample quarterly channel budget split, reallocating spend from broad-reach TV/OOH toward paid social and creator partnerships.
Drafted a UGC brief for a "real bodies, real fit" creator campaign, framed around VS's core lingerie and fit expertise rather than lifestyle, plus a mid-funnel retargeting sequence using product-demo content styled after Skims' founder-led ad format.
success measures
reflection
Smaller brands taught me how to find an angle. This one taught me that at enterprise scale, the angle already exists somewhere in the budget. You're just fighting to move dollars toward it.