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Victoria’s Secret builds fashion show frenzy via Instagram-enabled coupon

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November 9, 2015

Victoria's Secret bets on mobile for fashion show promotion

Victoria’s Secret bets on mobile for fashion show promotion

Victoria’s Secret is inviting customers to partake in a social-enabled fashion show party on November 10 by asking for a ticket in stores, snapping a photo with the ticket and uploading it on Instagram in exchange for a $10 coupon.

The retailer is stringing along excitement for the upcoming runway show, which is also taping on Nov. 10, by ramping up in-store traffic as well. Fans of the brand can flock to their nearest Victoria’s Secret bricks-and-mortar location to request a “ticket” from an associate to pose with, enabling them to receive a valuable discount after the image has been uploaded onto social media.

“Digital promotions tied to fashion events are incredibly compelling for the consumer,” said Laura Sossong, consultant at Boston Retail Partners, Boston. “By concurrently creating hype for the show and the product, Victoria’s Secret has dual opportunity to build brand affinity and encourage future purchases.

“Taking advantage of these low-resource, high-reach digital initiatives should be a no-brainer for retailers.”

Personal invitation to fans
Victoria’s Secret has long employed a strategy that sees the brand give its social media followers exclusive news and perks via Snapchat and Instagram. Consequently, fans feel as though the lingerie retailer is extending a personal invitation to connect with them, a move which enhances loyalty in a significant way.

Last week, Snapchat and Instagram followers were also the first to hear that Angel veteran Lily Aldridge will be modeling the two million dollar Fantasy Bra on the runway this year.

On Tuesday, November 10, the brand will tape its highly-anticipated fashion show event in New York. To coincide with the frenzy, fan can follow the action along via the #VSFashionShow hashtag on social media.

They are also encouraged to arrive in-store and snap a picture with their fashion show “ticket,” after asking an associate for one. The image must then be tagged with #SnapforAnOffer and #VSFashionShow before it is uploaded onto Instagram.

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Victoria’s Secret recent call-to-action

Once consumers show the uploaded photo to an employee, they will receive a $10 off coupon to use for a Very Sexy Flirt bra.

“Making the promotion mobile and real-time provides added incentive for participation given ease of accessibility,” Ms. Sossong said. “Consumers are increasingly seeking new ways to share their brand experiences while interacting with peers using social media.

“Considering the large popularity of Victoria’s Secret among millennials, this should prove to be an especially successful campaign.”

The brand has leveraged a similar tactic in the past in a bid to drive customer traffic at retail locations.

Over the summer, Victoria’s Secret took its omnichannel marketing to new heights and added in-store appeal to the selfie by asking fans to visit a location, snap a picture in front of a window display and show a sales associate to receive a free gift, suggesting in-store selfie activations could be the next big thing for millennial-friendly retailers (see story).

Tying in a major televised event with an in-store promotion is a smart move for Victoria’s Secret. The brand recognizes the value of its long-term fans, and consistently aims to market to them in unique ways.

Consumers will undoubtedly feel excited about being included in the fashion show frenzy, especially if they will be able to purchase one of the brand’s newest items at a discounted price.

Soaring social strategy
Victoria’s Secret taps its social media accounts to offer an aura of exclusivity to its loyal followers, which later helps the retailer when dispersing information about limited-time promotions.

The brand manages to stand out from competitors by highlighting a strong call-to-action in each of these interactive posts, which may include an in-store visit or request for consumers to respond back via Snapchat or Instagram.

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In-store selfies were another hit for the brand

Last week, Victoria’s Secret unclasped fans’ excitement for its upcoming annual fashion show by asking Snapchat followers to draw their own fantasy bra with the photo-sharing application’s doodle features (see story).

“Social media traffic will undeniably peak as a result of this promotion’s introduction, driving Victoria’s Secret shoppers to create their own posts and continuously check their Instagram feeds for visibility to posts from others,” Ms. Sossong said. “Inspiring brand enthusiasts to extend the reach of promotions via social media is a smart marketing strategy.”

Final Take
Alex Samuely, staff writer on Mobile Marketer, New York

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Alex Samuely is staff writer on Mobile Commerce Daily, New York. Reach her at alex@mobilemarketer.com.

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