Between Victoria’s Secret and Victoria’s Secret PINK, PINK has always been the more college-friendly of the two. Now, in the face of Facebook’s falling popularity among college kids, PINK is taking matters into its own hands by pinpointing the demographic with a revamped mobile app.

The brand is kicking off its latest initiative with a concert featuring DJ-producer Marshmello on a double decker bus, pop-up activations, and a members-only event at the brand’s flagship shop in Chicago. It will also be adding survival guides, study tips, games, and job advice under a tidy Campus tab in the app. This, paired with its best-in-class performance on Instagram, which accounted for 97% of social interactions in specialty retail over the last year, could give PINK the pick-me-up it needs to get back on the college consumer’s radar.

Though Victoria’s Secret has maintained Gifted status in Gartner L2’s Digital IQ Index: Specialty Retail, it did sink two spots most recently. Neglect of its mobile site and inefficient targeting via PINK might be a part of the reason for its fall. For example, within the last year, VS and PINK have both continued investing on Facebook, despite the platform’s falling popularity among college-aged adults. In fact, total Facebook interactions fell by nearly a third year-over-year across specialty retail brands tracked in Gartner L2’s study. However, PINK’s mobile app makeover could counteract this.

In the age of Amazon, classic mall brands like Victoria’s Secret and PINK need all the help they can get. Though Facebook might be a falling giant, cracking down on college content via a mobile app could be PINK’s new path straight to to its desired demographic’s hearts.

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