Victoria’s Secret’s fashion show has evolved significantly in recent years. After a hiatus from 2019 to 2022, the brand returned with its “Victoria’s Secret World Tour” on Amazon Prime in 2023. Now, in 2024, the fashion show is back in New York, streamed on Victoria’s Secret’s YouTube channel and Amazon Prime, featuring the traditional winged models alongside a fresh, diverse lineup.
This year’s show included notable figures like Devyn Garcia, Alex Consani, Ashley Graham, Paloma Elsesser, and Valentina Sampaio. However, one of the most striking changes came from their innovative influencer strategy, which played a crucial role in promoting the event.
Below we analyze the data behind Victoria’s Secret’s October fashion show, and provide some insights on why its influencer strategy played such a big role.
The Data Behind Victoria’s Secret Fashion Show
First, let’s start with a look at some data. It’s important to start here so we can get a sense of what Victoria’s Secret was able to achieve, before we start diving into their influencer strategy.
As a reminder, Traackr is an influencer marketing platform that enables some of the biggest, and most innovative brands to run their influencer marketing programs. One of Traackr’s features is a targeted social listening tool that helps brands stay on top of which influencers are talking about them and what’s trending. This feature (and the smarts of our influencer marketing consultant teams) is how we’ve come up with this data and analysis.
The Victoria’s Secret Fashion Show took place on October 15, 2024. Leading up to and during the event, the brand experienced a significant boost in awareness and engagement. According to Traackr, a leading influencer marketing platform, here are some key metrics from the campaign (Oct 13 – Oct 16, 2024):
- 2,096 activated influencers
- 5,542 mentions
- 66M engagements
- 414M video views
The brand certainly saw a lift in awareness and engagement on social media during the fashion show week. This in itself isn’t all that surprising — it’s a big campaign, so of course there will be some online buzz.
This surge in online buzz isn’t surprising, given the scale of the campaign. However, the comparison to previous months reveals even more remarkable insights.
Month-Over-Month Comparison
When comparing the week of the fashion show (October 13-16) to the previous month (September 13-16), the data shows dramatic increases:
- +2,811% activated influencers
- +5,229% mentions
- +57,873% engagements
- +23,717% video views
Year-Over-Year Comparison
Looking back to the 2023 show, the contrast is even more pronounced. The year-over-year metrics from the comparable dates (September 24-27, 2023 vs. October 13-16, 2024) highlight the effectiveness of the current influencer strategy:
- +1,550% activated influencers
- +2,603% mentions
- +4,869% engagements
- +3,288% video views
The Influencer Strategy Behind Victoria’s Secret Fashion Show
To generate brand awareness and excitement for the 2024 fashion show, Victoria’s Secret strategically partnered with a diverse group of Gen-Z influencers across beauty, fashion, and lifestyle sectors. These influencers were invited to New York to experience the show firsthand.
Key contributors to the influencer strategy included:
The Impact of Diversity
A key tenet of Victoria’s Secret’s influencer strategy this year was its commitment to diversity. By engaging creators from various backgrounds and industries, the brand not only enhanced its visibility but also resonated with a broader audience. The impressive growth in key metrics underscores the effectiveness of this approach.
Looking Ahead
As Victoria’s Secret continues to refine its influencer strategy, we can anticipate even more innovative collaborations in the future. The brand may continue to deepen its focus on diversity and inclusivity, possibly even featuring diverse influencers on the runway next year.
The 2024 Victoria’s Secret Fashion Show truly showed the power of a well-executed influencer strategy to build brand awareness and change consumer perceptions. By leveraging the influence of diverse creators, the brand not only revitalized its image but also achieved unprecedented engagement levels, setting a new standard for future events.
