It’s no secret that Victoria’s Secret’s vogue present has been below revision over the previous few years. The model took a break from the present from 2019 – 2022, returning with its “Victoria’s Secret World Tour” on Amazon Prime in 2023.
Quick ahead to now (2024), and the model has returned to its authentic vogue present system. Hosted in New York, streamed on Victoria’s Secret’s YouTube channel and Amazon Prime, and star studded with the same old winged fashions, alongside some new, extra numerous faces.
There have been actually some notable adjustments to the present, just like the inclusion of extra numerous fashions like Devyn Garcia, Alex Consani, Ashley Graham, Paloma Elsesser, Valentina Sampaio, and extra. However Victoria’s Secret additionally did some very various things when it got here to the promotion and visitor checklist of the present (spoiler: they leaned in arduous to an influencer technique).
Beneath we analyze the information behind Victoria’s Secret’s October vogue present, and supply some insights on why its influencer technique performed such a giant position.
The Information Behind Victoria’s Secret Style Present
First, let’s begin with a have a look at some information. It’s necessary to start out right here so we are able to get a way of what Victoria’s Secret was in a position to obtain, earlier than we begin diving into their influencer technique.
As a reminder, Traackr is an influencer advertising and marketing platform that permits a number of the largest, and most revolutionary manufacturers to run their influencer advertising and marketing applications. Considered one of Traackr’s options is a targeted social listening tool that helps manufacturers keep on prime of which influencers are speaking about them and what’s trending. This function (and the smarts of our influencer advertising and marketing advisor groups) is how we’ve give you this information and evaluation.
Now, again to Victoria’s Secret. This 12 months, the Victoria’s Secret Style Present came about on October 15, 2024. Main as much as the present, in the course of the present, and instantly after the present, the model noticed a carry in mentions, engagements, and video views.
Content material Mentioning Victoria’s Secret, Oct 13 – Oct 16, 2024
- 2,096 activated influencers
- 5,542 mentions
- 66M engagements
- 414M video views
The model actually noticed a carry in consciousness and engagement on social media in the course of the vogue present week. This in itself isn’t all that stunning — it’s a giant marketing campaign, so in fact there will probably be some on-line buzz.
Nevertheless it will get extra fascinating after we evaluate this information with earlier months and years.
Month-Over-Month Comparability, Sept 13 – Sep 16 vs Oct 13 – Oct 16
- +2811% activated influencers
- +5229% mentions
- +57873% engagements
- +23717% video views
When evaluating the week of the style present with the same week within the month prior, we are able to see that Victoria’s Secret noticed a giant enhance in buzz on social media amongst influencers and their audiences. Once more, it is sensible. It’s a giant marketing campaign that’s designed to spike consciousness.
Nevertheless, after we have a look at the information from the 2023 vogue present, it’s clear that the model noticed extra carry this 12 months on social media. The info beneath compares social chatter seen earlier than, throughout, and after the 2023 present (present launch date was Sept 26, 2023) to the social chatter seen earlier than, throughout and after the 2024 present. Comparatively, this 12 months’s present blew the 2023 present out of the water when it comes to social buzz.
12 months-Over-12 months Comparability, Sept 24 – Sep 27 2023 vs Oct 13 – Oct 16, 2024
- +1550% activated influencers
- +2603% mentions
- +4869% engagements
- +3288% video views
So what did Victoria’s Secret do in another way in its promotion, visitor checklist invitations, and influencer technique this 12 months?
The Influencer Technique Behind Victoria’s Secret Style Present
To spark consciousness and pleasure for the 2024 vogue present, Victoria’s Secret turned to Gen-Z influencers. The model’s influencer technique concerned a various vary of magnificence, vogue, and life-style influencers, spanning many areas. These influencers flew out to NYC to affix the Victoria’s Secret present as attendees.
Among the stars of the Victoria’s Secret influencer technique? There have been many, however listed below are some who stood out as making vital contributions when taking a look at their exercise and metrics:
In case you didn’t catch on but — a transparent tenet of Victoria’s Secret’s influencer technique for the 2024 vogue present was variety. The model invited creators from completely different walks of life, and completely different industries/classes, and it labored. By means of this influencer technique, Victoria’s Secret managed to drive considerably extra consciousness to its vogue present and model this 12 months (bear in mind the information exhibits year-over-year development in key metrics within the 1000’s).
A prediction for subsequent 12 months? Victoria’s Secret will double down on such a influencer technique. Perhaps we’ll even see some influencers on the runway. 👀
