Victoria Secret PINK Unveils the all-new PINK Nation
Victoria’s Secret PINK, the lifestyle brand dedicated to the independent college-age girl, unveiled a total revamp of its loyalty program, PINK Nation. The new PINK Nation delivers a more innovative and intimate brand experience through its newly designed mobile app. This includes the rollout of member-only offers and benefits, fun and surprises through in-app games and engaging content, and access to exclusive events. The app also serves as a platform to connect college girls with their respective Campus Reps, PINK’s wildly successful brand ambassador program.
To kick off the relaunch, PINK took over Chicago on Saturday, September 22, 2018. The celebration was the brand’s first ever mobile double-decker bus concert and featured four-time Billboard Music Award-winning Producer and DJ Marshmello, fun activations throughout the city at local favorites, and a members-only event at PINK’s flagship store on Chicago’sMiracle Mile.
“We’ve spent the last decade creating this amazing experience through authentic connections with the PINK girl,” says Sarah Sylvester, Senior Vice President of Marketing. “To build on that special relationship, the new app adds even more innovation and fun.”
PINK Nation launched in 2009 and was met with incredible enthusiasm from brand fans and celebrities alike. As one of the first millennial brands to launch a robust loyalty program, PINK quickly established itself as an innovator with a deep understanding of how to bring people together both on and offline. PINK Nation has since grown to a powerful group of over two million active monthly users who remain engaged through product promotions, and special offers like giveaways and sweepstakes.
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The all new PINK Nation takes loyalty and community to the next level. New members receive an exclusive offer of their choice upon downloading the app, and an additional offer each month. PINK Nation members are the first to shop new styles and be invited to coveted member-only happenings like shopping events, parties, and immersive, Insta-worthy pop-up experiences. Members also have access to ultra-exclusive events with PINK models, celebrities, and influencers.
The reimagined PINK Nation user experience features a sophisticated new layout and more intuitive navigation. Under the newly added Explore tab, users find everything currently trending at PINK. This includes new products, fan favorites, and exclusive shopping offers and promotions that can be directly applied to their cart in the app. For the new PINK Nation look and feel, the team went back to its roots. Many of the original symbols, like the iconic PINK dog, peace sign, and collegiate emblems got a modern makeover to keep the positive, inclusive, “girls club” energy the program established at its initial launch.
Also new to the lifestyle app is the Fun and Games tab, featuring PINK’s very own match 3 game created just for PINK Nation members. The game combines colorful, playful visuals with live elements, where a new challenge is presented each week at a specific date and time only. A PINK merchandise gift card is presented to the top 10 winners each week and instills a friendly sense of competition and community. Fun and Games tab also features polls and quizzes, and stickers and wallpaper for users to rep PINK Nation.
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Perhaps most exciting to the PINK Nation relaunch is the expansive integration of PINK’s Campus Reps program. Within the Campus tab in the app, users enjoy fresh, college-relevant content, including Campus Rep spotlight Q&As. In the future, the Campus tab will be home to what will ultimately become a college survival guide; a rich media hub with articles focused on everything from how to prepare for dorm move-in to cramming for midterms, and eventually, how to get a job.