Victoria's Secret has launched a campaign on the DJ-focused music site Thefuture.fm, including a branded audio channel, exclusive dance mixes, and homepage ads.
Dubbed "Victoria's Secret Radio," the channel includes two dance mixes from DJ Lindsay Luv, a Los Angeles-based artist who is promoting the brand via her Facebook and Twitter accounts. As one example, a photo of Luv with Victoria's Secret models is used as the DJ's cover photo on her Facebook Timeline. The lingerie company has also posted about the DJ mixes on its Facebook Timeline, which has nearly 18.5 million fans/likes.
The branded DJ channel will run indefinitely, according to Thefuture.fm, while the homepage ads will be up for a week. The overall campaign was inspired by a test that Victoria's Secret performed on the digital music site last year, then called Dubset.com. The three-day test, according to Thefuture.fm, produced around 30,000 listens and 10 million social media impressions. The New York-based company said that Malibu Rum ran a similar test last year.
The one-year-old startup doesn't subscribe to comScore's verified traffic monitoring service and isn't giving out in-house numbers. David Stein, CEO of Thefuture.fm, said what his young company lacks in eyeballs, it makes up for with its service to both brands and DJs. It takes care of legal issues, he said, such as making sure royalties/publishing firms like ASCAP and BMI are compensated for music used in a campaign like the Victoria's Secret-DJ Lindsay Luv channel.
Since DJs typically mesh together copyrighted music, Stein said, "this is a much-needed solution to a very big problem. It provides a turn-key conduit so DJs/tastemakers and brands can work together without having to worry about the [legal] stuff."
Meanwhile, though Columbus, OH-based Victoria's Secret declined interview requests, the brand is clearly active on social channels. It launched a YouTube video (below) today to promote its "Secret Angel" fragrance, encouraging fans/likes to vote for the perfume online in the 40th Annual FIFI awards.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014