Thursday, October 24th

Top Creator News, Stories & Tips

Paul Boulet
October 24, 2024

Hey, marketers & entrepreneurs,

A warm welcome to our 304 new subscribers. You’re joining a growing community of 18,290 active readers.

This week, you’ll learn about:

How to come back as brilliantly as Victoria Secret did,

Gap’s collaboration with a TikToker for a new collection,

Why Germany created an AI influencer for tourism.

But that’s not all!

I’m also sharing a list of the top travel creators in the UK!

Want the latest updates? Keep scrolling!

Here’s what’s inside this edition: 👇

🗓️ Quick Recap

Victoria’s Secret brilliant comeback
Gap partners with TikToker for the first time
Germany creates AI influencer
Click Analytic launches UGC Marketplace
Top 15 UK travel influencers
- TikTok partners with MLS on exclusive live stream event
  - Our team will find a UGC creator for you

And more…

Estimated read time: 2 minutes or less

📊 Did you know?

40% of advertisers are investing in long-term creator partnerships.

(AdAge, 2024)

🫢 Victoria’s Secret brilliant comeback

Victoria's Secret has been in a serious identity crisis over the last five years.

In just 5 years, brand’s sales dropped by 34%.

After cancelling their 2019 annual show due to backlash over a lack of body diversity, they needed a fresh start.

This year? They nailed it.

The VS annual show is back, and it’s a total win, thanks to a killer marketing revamp:

5,300% month-over-month increase in online mentions of the brand.
240% increase in engagement on their social media.

So, what’s the secret behind this epic comeback?

Let’s break down their brilliant moves that turned things around.

1️⃣ Involving celebs

First thing Victoria’s Secret did?

They cast a dynamic range of models, featuring both rising stars and industry veterans.

To stir excitement, they pumped out content showcasing these models.

One of the standouts?

The iconic “I’m going home” video with Adriana Lima, which exploded online with 32M views and 1.5M likes:

victoriassecret
View more on Instagram

I LOVE how Victoria’s Secret is tapping into social conversations.

Adriana Lima recently faced criticism for her changing figure, but VS doubled down on celebrating her beauty during the show.

The result?

A viral moment, as fans flooded social media, resharing images of Lima.

And it wasn’t just Adriana — stars like Gigi, Bella Hadid, and Tyra Banks also fueled the buzz.

Thanks to this star-studded content, VS's Instagram Reels now boast 1.2M views on average, with a whopping 240% increase in likes.

Talk about a social media win!

2️⃣ Recruiting influencers

Victoria’s Secret also brought in high-profile influencers like British beauty creator Olivia Yang, Mexican fashion influencer Priscila Escoto, and New York-based fashion creator Kate Bartlett to elevate the show’s reach.

A perfect example?

Olivia Yang’s video from the event hit 10M views:

@olafflee
screaming, crying, throwing up. @victoriassecret_uk #vsangels #victoriassecret #vs2024 #vsfashionshow #newyork

Currently, the hashtag #victoriassecret has exploded on TikTok with over 820K post.

And the hashtags related to the show 2024 generated +30K posts!

Not too shabby, right?

But wait, there’s more!

VS brought in influencer Olivia Culpo to host the show and interview models, creating even more buzz.

The outcome?

Influencers drove a staggering 5,300% month-over-month increase in online mentions of the brand.

Crazy!

But VS isn’t done yet—they’ve got more tricks up their sleeve to keep the momentum going!

3️⃣ Paid ads

Interestingly, Victoria’s Secret leveraged moments from the show to promote across platforms through Facebook ads:

This move allowed Victoria’s Secret to boost their already impressive reach even further.

4️⃣ Multi-platform presence

To make the show impossible to miss, Victoria’s Secret broadcasted it across all platforms:

TikTok, Instagram, YouTube, and even Amazon Prime!

This ensured maximum accessibility for their audience.

But why Amazon?

Beyond reach, there’s a strategic reason…

5️⃣ Sponsored by Amazon

It’s no secret that Victoria’s Secret has been facing a tough time, with a 34% drop in sales over the past five years.

That’s why they teamed up with Amazon for this year’s show.

While we don’t know the exact budget, it’s estimated to be around $11M, with a hefty portion coming from Amazon.

Instead of flashy outfits and grand stages, the focus was on influencers rocking Amazon clothes:

So, what’s the takeaway?

All this marketing effort really paid off for Victoria’s Secret.

They’ve successfully repositioned themselves in the market, finally achieving the image they’ve aimed for over the past five years.

While the exact reach of the show hasn’t been disclosed yet, we can anticipate it to be as successful as during its prime, like in 2001 when 12 million viewers tuned in.

Can’t wait to see how it all unfolds!