Victoria’s Secret’s vogue 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 standard winged fashions alongside a recent, various lineup.
This 12 months’s present included notable figures like Devyn Garcia, Alex Consani, Ashley Graham, Paloma Elsesser, and Valentina Sampaio. Nonetheless, one of the vital placing modifications got here from their modern influencer technique, which performed a vital function in selling the occasion.
Beneath we analyze the information behind Victoria’s Secret’s October vogue present, and supply some insights on why its influencer technique performed such an enormous function.
The Knowledge Behind Victoria’s Secret Vogue Present
First, let’s begin with a have 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 and marketing platform that allows a number of the largest, and most modern manufacturers to run their influencer advertising and marketing packages. One in all Traackr’s options is a focused social listening device that helps manufacturers keep on high of which influencers are speaking about them and what’s trending. This characteristic (and the smarts of our influencer advertising and marketing guide groups) is how we’ve give you this knowledge and evaluation.
The Victoria’s Secret Vogue Present passed off on October 15, 2024. Main as much as and through the occasion, the model skilled a major increase in consciousness and engagement. In response to Traackr, a number one influencer advertising and marketing platform, listed here are some key metrics from the marketing campaign (Oct 13 – Oct 16, 2024):
2,096 activated influencers5,542 mentions66M engagements414M video views
The model actually noticed a elevate in consciousness and engagement on social media through the vogue present week. This in itself isn’t all that shocking — it’s an enormous marketing campaign, so in fact there might be some on-line buzz.
This surge in on-line buzz is not shocking, given the size of the marketing campaign. Nonetheless, 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
Yr-Over-Yr 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 Vogue Present
To generate model consciousness and pleasure for the 2024 vogue present, Victoria’s Secret strategically partnered with a various group of Gen-Z influencers throughout magnificence, vogue, and life-style sectors. These influencers had been invited to New York to expertise the present firsthand.
Key contributors to the influencer technique included:
The Impression of Range
A key tenet of Victoria’s Secret’s influencer technique this 12 months was its dedication to range. By participating creators from varied backgrounds and industries, the model not solely enhanced its visibility but additionally resonated with a broader viewers. The spectacular progress in key metrics underscores the effectiveness of this method.
Wanting Forward
As Victoria’s Secret continues to refine its influencer technique, we will anticipate much more modern collaborations sooner or later. The model could proceed to deepen its concentrate on range and inclusivity, probably even that includes various influencers on the runway subsequent 12 months.
The 2024 Victoria’s Secret Vogue Present actually confirmed the ability of a well-executed influencer technique to construct model consciousness and alter shopper perceptions. By leveraging the affect of various creators, the model not solely revitalized its picture but additionally achieved unprecedented engagement ranges, setting a brand new normal for future occasions.
