Victoria’s Secret Uses Social Media To Target Customers
Top lingerie brand Victoria’s Secret hosted its annual hour-long fashion show on 10th November, which was then aired on CBS just under a month later. Top models were an inevitable feature of the show, with the likes of Kendall Jenner, Lily Aldridge and Alessandra Ambrosio strutting their stuff on the catwalk.
SPS International are global leaders in talent consultancy services with over 20 years of experience, offering a range of search and market mapping products to businesses in the fashion and retail industry.
In this blog we take a look at how Victoria’s Secret uses social media to target their preferred customers and what tactics they use.
Social Media Hype
One of the standout features of the Victoria’s Secret fashion show was its social media marketing campaign, which went down a storm before, during and after the show. Victoria’s Secret makes no secret of its preference for using social media to market its campaigns, and the frenzy it creates proves it’s a winning strategy for targeting key customers, engaging followers and promoting the brand’s latest products.
Promoting Brand Awareness
Victoria’s Secret had a number of clever strategies up its sleeve to enable it to promote brand awareness and interest surrounding its fashion show. Prior to the show, it launched a Snapchat campaign to get followers to use the doodle app to create their own fantasy bra. Fans were also asked to upload selfie images on Instagram, either in-store or with a ticket, to receive a money-off voucher.
The brand also used social media to drip-feed information prior to the fashion show, including exclusive images, behind-the-scenes views and news to build up excitement and hype.
Victoria’s Secret also ingeniously included top models in its show who already have a massive social media following, such as Kendal Jenner and Gigi Hadid.
Success of the Campaign
It’s clear that using social media channels was a boon for Victoria’s Secret, earning itself a whopping 21.6 million likes on its feed in the week prior to the show. Each post was believed to have earned the brand around 265,518 engagements. By using models with followers in their millions, Victoria’s Secret was able to tap into a ready-made audience. Brands that use gamification in social media campaigns, such as the Snapchat doodle fantasy bra campaign, can increase user engagement. When fans have the chance to take part, they feel more involved with the brand, which further increases their interest. With a fashion show being such a visual event, Victoria’s Secret was able to successfully utilise social media channels such as Instagram and Snapchat to promote visual content.
Why Social Media Is Vital for Marketing Campaigns
Whilst Victoria’s Secret has been rated as one of the biggest brands to exploit social media, it can be used effectively by any other brand looking to increase awareness and engagement and boost followers. The key is to ensure the right platform for your target audience is used, so understanding who your followers are and which social media sites they use is vital before launching a social media campaign.
As well as being extremely cost-effective, social media can put you in touch with huge audiences. Just as Victoria’s Secret did, you can drip-feed information to your sites to build up excitement prior to an event, new product launch or a particular campaign.
SPS International are global leaders in talent consultancy services with over 20 years of experience, offering a range of search and market mapping products to some of the worlds market leading organisations.