Victoria’s Secret Is Uncovered

Super Bowl Spot Spikes Traffic to Web Site
CHICAGO–Resource Marketing in Columbus, Ohio, says its Super Bowl TV spot for Victoria’s Secret’s Web site led to a million hits in the hour after the game.
The spot, which featured shapely supermodels in Victoria’s Secret lingerie, sought both customers and investors for the division of Intimate Brands, also in Columbus, said Nancy Kramer, the agency’s president and chief executive officer. It was supported by print ads in international editions of The Wall Street Journal, USA Today, The New York Times, the International Herald Tribune and business weeklies.
“We’re making money on our e-commerce site from day one,” Kramer said. “So we’re saying, ‘Consider making an investment in [Intimate Brands].'”
Resource Marketing launched the lingerie marketer’s site Dec. 4 with little fanfare so glitches could be worked out ahead of the January surge. The agency focuses on technology marketing, but also handles e-commerce for retailers including Burton Snowboards.
With Valentine’s Day just two weeks away, the promotion came during a key marketing season for men. So, while many men may log on merely to ogle, Kramer said, “We’re seeing an increase in sales as well.”
Outside e-commerce, Victoria’s Secret does most consumer marketing in-house, having split with Tarlow Advertising, New York, last year.