The Victoria’s Secret Fashion Show is the biggest, most glamorous night in lingerie. Gorgeous models walk the catwalk for a record 500 million viewers a year, strutting in their dazzling bras and undies and sporting heavyweight wings. This show rakes in millions in revenue, and VS are experts in creating big buzz around one of the most successful nights in television.
This year, the lingerie giant is at it again and has managed to increase their viewership even more by employing clever social media marketing tactics. It all started with Gigi Hadid, a California It-Girl who has been capturing our eyes for close to year. She appeared in Taylor Swift’s Bad Blood video and has joined the brat pack with Kendall and Kylie Jenner. In October, Gigi’s casting tape for the VS show was ‘leaked’ on YouTube (by VS) and went completely viral. The 20-year-old model broke down in front of the camera as she received the news that she had a place on stage and a pair of wings waiting for her.
The Angels play their own part at generating interest about the event on Instagram. Candice Swanepoel has been posting sneak peaks from behind the runway with pal Kendall Jenner. Stella Maxwell has sent out little 2-second video clips to spur excitement. The company have experts who carefully select models that they feel women will relate to, and admire without feeling threatened. That is how these models gain so much pull on social media.
But the greatest tool that VS has had at their disposal this year is Snapchat. The company has a place is the ‘featured’ section of the video and picture sharing app. The app shows exclusive sneak-peaks and behind the scenes footage that otherwise would not be available to viewers. The feed is up for only 24 hours and then is gone forever, so fans are eager to check it out.
The official air date of the show is December 8th on CBS, but the filming of it takes place November 11. We will find out what other tools Victoria’s Secret will use to surpass 500 million views this year!