Victoria’s Secret’s style present has developed considerably lately. After a hiatus from 2019 to 2022, the model returned with its “Victoria’s Secret World Tour” on Amazon Prime in 2023. Now, in 2024, the style present is again in New York, streamed on Victoria’s Secret’s YouTube channel and Amazon Prime, that includes the normal winged fashions alongside a recent, numerous lineup.
This yr’s present included notable figures like Devyn Garcia, Alex Consani, Ashley Graham, Paloma Elsesser, and Valentina Sampaio. Nevertheless, some of the placing modifications got here from their revolutionary influencer technique, which performed an important position in selling the occasion.
Beneath we analyze the information behind Victoria’s Secret’s October style present, and supply some insights on why its influencer technique performed such an enormous position.
The Knowledge Behind Victoria’s Secret Trend Present
First, let’s begin with a take a look at some knowledge. It’s necessary to start out right here so we will 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 platform that allows a few of the greatest, and most revolutionary manufacturers to run their influencer advertising applications. One among Traackr’s options is a focused social listening software that helps manufacturers keep on prime of which influencers are speaking about them and what’s trending. This characteristic (and the smarts of our influencer advertising guide groups) is how we’ve give you this knowledge and evaluation.
The Victoria’s Secret Trend Present came about on October 15, 2024. Main as much as and through the occasion, the model skilled a major enhance in consciousness and engagement. In response to Traackr, a number one influencer advertising platform, listed here are some key metrics from the marketing campaign (Oct 13 – Oct 16, 2024):
- 2,096 activated influencers
- 5,542 mentions
- 66M engagements
- 414M video views
The model actually noticed a elevate in consciousness and engagement on social media through the style present week. This in itself isn’t all that stunning — it’s an enormous marketing campaign, so in fact there might be some on-line buzz.
This surge in on-line buzz is not stunning, given the size of the marketing campaign. Nevertheless, the comparability to earlier months reveals much more exceptional insights.
Month-Over-Month Comparability
When evaluating the week of the style present (October 13-16) to the earlier month (September 13-16), the information reveals dramatic will increase:
- +2,811% activated influencers
- +5,229% mentions
- +57,873% engagements
- +23,717% video views
12 months-Over-12 months Comparability
Wanting again to the 2023 present, the distinction is much more pronounced. The year-over-year metrics from the comparable dates (September 24-27, 2023 vs. October 13-16, 2024) spotlight the effectiveness of the present influencer technique:
- +1,550% activated influencers
- +2,603% mentions
- +4,869% engagements
- +3,288% video views
The Influencer Technique Behind Victoria’s Secret Trend Present
To generate model consciousness and pleasure for the 2024 style present, Victoria’s Secret strategically partnered with a various group of Gen-Z influencers throughout magnificence, style, and life-style sectors. These influencers have been invited to New York to expertise the present firsthand.
Key contributors to the influencer technique included:
The Affect of Range
A key tenet of Victoria’s Secret’s influencer technique this yr was its dedication to range. By partaking creators from varied backgrounds and industries, the model not solely enhanced its visibility but additionally resonated with a broader viewers. The spectacular development in key metrics underscores the effectiveness of this strategy.
Wanting Forward
As Victoria’s Secret continues to refine its influencer technique, we will anticipate much more revolutionary collaborations sooner or later. The model might proceed to deepen its concentrate on range and inclusivity, presumably even that includes numerous influencers on the runway subsequent yr.
The 2024 Victoria’s Secret Trend Present actually confirmed the facility of a well-executed influencer technique to construct model consciousness and alter client perceptions. By leveraging the affect of numerous creators, the model not solely revitalized its picture but additionally achieved unprecedented engagement ranges, setting a brand new customary for future occasions.
