Brand Marketing + Creative Strategy

Editorial Preferences

In pondering the morphing and melding of brands and publishers, I knew that consumers and fans liked and engaged with our content at record numbers. As we thought about Content Marketing - content customers engage with because it's helpful, entertaining, life-enhancing - I was curious what kind of material would feel authentic from VS, and what would feel forced. This presentation and a series of meetings with ages 16-30 in Venice Beach, gave me the answer.

Great marketing, creative campaigns, and customer experiences aren't great if they don't sell or meet a customer need. In order to ensure we were on target we facilitated weekly usability testing while building our Bra and Fragrance Guides, as well as focus groups to gain insight into customer preferences that informed everything from editorial direction to new product launches and services.