By Alex Samuely
January 11, 2016
Victoria’s Secret’s social media technique is essential to branding efforts
Victoria’s Secret is continuing in 2014’s significant push for social networks domination by improving the art of natural top quality content on Snapchat– this time starring its Angel ambassadors to promote a limited-time sale.
Snapchat’s effective leap into marketing has deemed it a must-have platform for any top merchant, specifically one marketing to more youthful consumers and millennials. The social network’s key market of 15 to 25-year-olds has actually changed it into a huge opportunity to strike mobile marketing home runs with the aid of real-time updates, brand influencers and limited-time material.
“In today’s marketplace, brands would be remiss to ignore social networks chances in their outreach method,” stated Laura Sossong, specialist at Boston Retail Partners. “The existence of spokesmodels at every customer touchpoint is crucial to maintain a strong, consistent brand image and extend consumer discussion year-round in an appealing and enticing method.”
Leveraging brand influencers
Victoria’s Secret ensures that its well-recognized Angel ambassadors remain in the spotlight with any branded undertakings, including new product launches and brochure shoots. The retailer likewise takes pleasure in offering its fans direct access to the designs by utilizing social networks to bridge the gap between them.
The underwear giant is providing audiences a first-hand look at how its current sportswear sale products appear in reality by employing the Angels to star in a number of public Snapchat Stories. Furthermore, the brand is posting aggressively on Instagram to guarantee its fans do not miss out on an opportunity to get a complimentary sport pant with the purchase of any full-price sport bra.
To promote the sale, Victoria’s Secret tapped spokeswomen Martha Hunt and Elsa Hosk to get in touch with fans by means of the short video clips and still images, which featured the Angels wearing top quality sport pants and sport bras.
Ms. Hosk and Ms. Hunt welcome Victoria’s Secret’s Snapchat followers
In the very first Story, Ms. Hosk and Ms. Hunt welcome viewers from their fitness center area and vow to “put the world’s best sport bras to the test.”
Subsequent clips reveal Ms. Hunt using the Lightweight Sport Bra while Ms. Hosk designs the Angel Sport Bra.
The girls then notify Snapchat fans of their plans to have an impromptu boxing match in the health club, before advising audiences to head to their nearby Victoria’s Secret shop or store online to take advantage of the sale, which makes it possible for consumers to get a totally free sport pant with any full-price sport bra purchase.
Fans may wish to purchase the sportswear pieces after seeing them on the Angels
The brand bookended this content with a slew of Instagram posts, likewise starring Ms. Hosk and Ms. Hunt, which included more information about the limited-time promo.
Snapchat offers an aura of exclusivity for lots of brand fans, as fans should understand the name of their preferred marketers’ Snapchat accounts if they wish to follow together with real-time updates. While Instagram offers a myriad of fantastic branding opportunities as well, the images and videos published are typically heavily edited, therefore eliminating any relatable factors.
Garments retailer Express also tapped Snapchat to promote its activewear line in the past couple of days. A social influencer was seen working on a treadmill in the brand’s exercise leggings, showing fans precisely how the product looks and can be utilized in reality.
Utilizing brand spokespeople and social influencers is a wise move for any retailers with millennial– or more youthful– target market. Numerous clients will be most likely to take note of a product if an admired celebrity or identifiable face is connected with it.
A Schick executive at the 2015 Mobile Marketing Association Online forum New york city affirmed that tapping social networks influencers catapults the effectiveness and reach of mobile marketing (see story).
Victoria’s Secret likewise appointed the hashtag #ThisisEpic to the sale and encouraged fans to publish their sale purchases onto Instagram for others to see. In addition, users who search the hashtag will have the ability to view all aggregated posts related to the promotion.
Structure on 2015
Victoria’s Secret leveraged among the most noticeable social networks pushes of any retailer last year, leaning heavily on its Instagram and Snapchat channels in particular to resonate with younger consumers and make its Angel ambassadors more accessible to fans.
Victoria’s Secret made certain the sale was heavily promoted on all social channels
This led to the brand fueling more mobile buzz, which translated into higher in-store traffic and an uptick in fans.
Victoria’s Secret unclasped fans’ excitement for its yearly fashion show this past November by asking Snapchat followers to draw their own fantasy bra with the photo-sharing application’s doodle functions (see story).
Later on that week, the underwear marketer welcomed clients to partake in a social-enabled fashion reveal celebration by requesting for a ticket in stores, snapping a photo with the ticket and publishing it on Instagram in exchange for a $ 10 discount coupon (see story).
“Featuring a consistent promo throughout all channels is an engaging and effective method to take full advantage of brands’ market reach and truly call consumers to act,” Ms. Sossong said. “With a multi-platform social media approach, merchants can test the efficiency of simultaneous campaigns for understanding on what platform or message gains the best consumer traction.
“Victoria’s Secret’s creative approach for this campaign will allow it to optimize the interplay of text, images and videos based on the social media finest matched for each medium.”
Alexandra Samuely is editorial assistant on Mobile Marketer, New york city. Reach her at alex@mobilemarketer.com.
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Victoria"s Secret furthers natural storytelling proficiency through Angel-endorsed Snapchat takeover
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