PINK - social media campaign analysis

PINK exemplifies targeted marketing and is a brand which truly communicates with its target audience through social media. PINK is a clothing line which was developed by Victoria's Secret to target a younger audience. PINK understands its target audience and proves this by effectively using social media to communicate and drive sales. On the first page of the PINK website you are given the option of becoming a fan of the brand on facebook, following it on Twitter and receiving text messages about upcoming promotions. Clicking the link "PINK Nation" brings you to an interactive page where you become a member to receive exclusive access to promotional videos, discounts and shopping tips.

SWOT ANALYSIS

STRENGTHS

• This website exemplifies social interaction and targeted marketing.
• To keep consumers coming back to the website it must constantly be updated. The information on the website is clearly relevant and kept up-to-date considering that when I searched it there was information about Spring Break and clothes to take with you on vacation.
• The website incorporates the target audience's love of music and recommends 10 current songs to rock out to. This will keep consumers coming to the site even when they are not planning on shopping.
• The interactive portion of the website allows the shopper to vote and potentially win a PINK party for their school.
• The Facebook page maintains TWO-way communication between the brand and consumers. It is on this page that people can comment and discuss why they love the brand.
  
• There are multiple tweets each day from the brand and this keeps followers well-informed.
  

THREATS

• The only real threat I see is future competition from other similar retail brands. PINK jumped on the social media bandwagon first but it is only a matter of time until other brands catch on.
  
• PINK will have to continue to be innovative and stay ahead of the trends with regards to both social and traditional media.
  

Check out Neil's and Catherine's blog for a continuation of this SWOT analysis. Also, check out Aislin's, Christiaan's and Laura's blog for a POST analysis of this website.