The Biggest Influencer Marketing Campaign Ever: 2018 Victoria’s Secret Fashion Show

Analysis based on Influencer Marketing metrics

This year, Victoria’s Secret invited 60 beautiful models to walk the runway, showcasing the new collection. The world’s biggest fashion event took place on November 8 in New York City, and will be aired by American TV network ABC on Sunday, December 2 and broadcast in more than 190 countries.

 

View this post on Instagram

 

Thank you @jeromeduran for the beautiful photo. Now we have one more to go!💪🏻 @victoriassecret #vsfashionshow @abcnetwork

A post shared by Ming Xi (@mingxi11) on

While we all wait for the official channel to broadcast the show, which will be in several weeks’ time, let’s have a look at how the legendary fashion production has done so far in terms of Influencer Marketing metrics.

In this article, we are focusing on the engagement (likes & comments), views and audience demographics to assess the overall performance of the campaign.

Brand awareness was the key goal of the campaign.

Engagement

To measure Engagement is you have to sum up the likes with the comments of the posts published by the influencers. The Engagement is the queen metric to evaluate the quality performance of any Influencer Marketing campaign or event.

We have created a live campaign based on the #VSFashionShow hashtag and limited the analysis to the posts of the 60 influencer models’ and the 8 influencer music performers’ accounts. Therefore, User Generated Content ( UGC) is not included in this analysis.

From September 8 to November 9, the campaign’s total Potential Reach is 341 million, 64 out of 68 influencers published 615 posts Instagram pics and videos with the #VSFashionShow hashtag or @VictoriasSecret tag. The campaign has generated more than 64.6 million likes, 48 million views and 485.3K thousand comments. A Total Engagement of 65 million. 

According to the graph, there is a sudden surge of about 5.5 million views on 8 Sept when VS revealed the list of runway models, and again close to 3.8 million likes when models reported to VS HQ for fitting in early November. On 9 Nov, the numbers of views and likes reached a skyrocket of 10 million as the audiences were eager to get the first glimpses of the event.

Overall, the campaign’s Total Likes and Views shows a higher performance, plus 46.69% for the Likes and plus 95.40% for the Views, as compared to the influencers’ average likes and views that they typically obtain. In short, we can tell that the their audience had a stronger interest in the content relevant to the campaign than in the usual posts published by the influencers.

Looking at Engagement’s Share of Voice, the top 5 who garnered  the most likes and comments are:

  1. Kendall Jenner brings 21.4% of the campaign’s total Engagement.
  2. Halsey contributes for the 7%.
  3. Sara Sampaio takes the third spot with 5.8% of the Total Engagement.
  4. Kelsey Merritt, first time walking the VS Show and first Filipino model, is very close to the already well-known Angel Sara Sampaio with a 5.7%.
  5. Romee Strijd, another VS Show veteran, is in 5th place with 5.6%.

However, the pie chart itself does not reveal much about the efficacy of each influencer. Let’s zoom in to the individual post.

The influencer’s who had the highest Engagement rate is the new, super sweet and beautiful Iesha Hodges.

She is the Queen of performance with her 20.8% Engagement Rate.

Rising star Kelsey Merritt won the hearts of the Philippines nation when she announced her the VS Fashion Show selection. She has been very active in posting pictures about her preparation for the event and that accumulated 4 million Engagement thanks to 39 posts.

Although Bella might not have been as active as Kelsey, 2 of her posts easily generated a Total Engagement of 2.6 million! That’s an average of 1.3 million likes plus comments per post as compared to 108 thousand likes plus comments per post from Kelsey. Well done girls!

The top 2 most viewed videos are by:

  1. Kendall Jenner with 15.4m views.
  2. Adriana Lima, Queen of VS, with 4.9m views

Nevertheless, if we take into account the audience size in proportion to the Engagement and video views, Adriana Lima’s video lands first place for Engagement Rate with 10.1% and 41% Video Views Rate.

 

Audience Demographic

Since the giant lingerie company is a global brand, it is important to keep the background and nationalities of their influencers diversified to reach out to as many potential customers as possible worldwide. As expected, the majority of the audience is between the age of 18 and 45, and 53%  female.

Over the years, there’s been an increasing demand and pressure from the public to urge VS to be more inclusive and more diversified with their choice of models. The effort input by VS to deal with this is reflected on this year’s models selections, more ethnicities on the stage. In 2015, Maria Borges made history when she became the first VS model to sport her natural afro-textured buzz  during the brand’s annual fashion show. Since then, VS has tried to celebrate every model’s natural hair by including more hair types and hair does than the usual patriarchy hair styles (long, straight, blonde).

 

View this post on Instagram

 

backstage @victoriassecret 💘

A post shared by Herieth Paul🇹🇿 (@heriethpaul) on

It is no news that the American fashion brand has the highest distribution of audience in the United States (18.5%), followed by Brazil (6.31%), and coming third is Italy (5.9%). In addition, Indonesia is the only Asian country claiming a spot on the top 8 list.

Check out the list of models’ Instragram handles here.

Overall, it is a very impressive marketing campaign, we are talking about generating millions worth of interactions and mass brand awareness around the world.
Bravo, Victoria’s Secret!
Popular Chips will continue to follow the campaign until the show is officially broadcast on December 2. Stay tuned for the part 2 of this article.

 

If you’d like to analyze your Influencer Marketing efforts as well, contact us at info@popularchips.com

 

Seriously, I can’t wait to see Elsa Hosk slaying the catwalk in the coveted fantasy bra – designed by Atelier Swarovski and is valued at around £767,800 (US$1 million)!!

Singers who took the stage were The Chainsmokers, Halsey, Shawn Mendes, Kelsea Ballerini, Bebe Rexha, The Struts, and Leela James.

 

View this post on Instagram

 

Worked so hard for this! 💋💋💋 #vsfashionshow thank you guys!

A post shared by halsey (@iamhalsey) on

O.M.G! Halsey looks so GORGEOUS!!

Credit: Instagram story by The Struts

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.