It’s no secret that Victoria’s Secret’s trend present has been underneath 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 trend 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 modifications 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 exhausting to an influencer technique).
Under we analyze the information behind Victoria’s Secret’s October trend present, and supply some insights on why its influencer technique performed such an enormous position.
The Information Behind Victoria’s Secret Trend Present
First, let’s begin with a take a look at some knowledge. It’s vital to begin right here so we are able to get a way of what Victoria’s Secret was capable of obtain, earlier than we begin diving into their influencer technique.
As a reminder, Traackr is an influencer advertising platform that permits a number of the largest, and most progressive manufacturers to run their influencer advertising applications. One among Traackr’s options is a focused social listening instrument 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 advisor groups) is how we’ve give you this knowledge and evaluation.
Now, again to Victoria’s Secret. This yr, the Victoria’s Secret Trend Present came about on October 15, 2024. Main as much as the present, throughout 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 throughout the trend present week. This in itself isn’t all that stunning — it’s an enormous marketing campaign, so in fact there will likely be some on-line buzz.
Nonetheless it will get extra fascinating once we examine this knowledge 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 an identical week within the month prior, we are able to see that Victoria’s Secret noticed an enormous enhance in buzz on social media amongst influencers and their audiences. Once more, it is smart. It’s an enormous marketing campaign that’s designed to spike consciousness.
Nonetheless, once we take a look at the information from the 2023 trend present, it’s clear that the model noticed extra carry this yr on social media. The information 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 yr’s present blew the 2023 present out of the water by way of 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 yr?
The Influencer Technique Behind Victoria’s Secret Trend Present
To spark consciousness and pleasure for the 2024 trend present, Victoria’s Secret turned to Gen-Z influencers. The model’s influencer technique concerned a various vary of magnificence, trend, and life-style influencers, spanning many areas. These influencers flew out to NYC to hitch the Victoria’s Secret present as attendees.
A few of the stars of the Victoria’s Secret influencer technique? There have been many, however listed below are some who stood out as making important contributions when 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 trend present was range. The model invited creators from totally different walks of life, and totally different industries/classes, and it labored. By way of this influencer technique, Victoria’s Secret managed to drive considerably extra consciousness to its trend present and model this yr (bear in mind the information exhibits year-over-year development in key metrics within the hundreds).
A prediction for subsequent yr? Victoria’s Secret will double down on any such influencer technique. Perhaps we’ll even see some influencers on the runway. 👀
