In an effort to reach a younger demographic, global lingerie brand Victoria's Secret trains PINK Campus Reps to promote the brand on college campuses. The program is designed as an extension of the brand's PINK line, which largely targets college-aged women.
Each year, Victoria's Secret selects a handful of PINK Campus Reps to act as brand ambassadors on their college campus. The reps gain on-the-ground marketing experience by sharing new products, hosting events and promoting the brand on social media. The experience is designed to give the reps a chance to learn more about business and marketing, while also helping the brand expand its overall reach at the college level.
By using brand ambassadors that are the same age as Victoria's Secret's target demographic and integrating them into the collegiate lifestyle, the initiative helps the brand personalize its marketing efforts.