The Task: Victoria’s Secret relaunched one of their most cherished bras (Incredible Bra) with new product updates. To celebrate this relaunch, VSL launched a four-city stop tour to create excitement about the bra, get customers into their stores (with instore activations) and generate overall awareness of the relaunch through social activations.

My Role:

• Ensure that all elements of the Incredible Day’s happenings were aptly covered on Instagram (In feed and Stories)

• Create the social strategy for all tour cities (LA, MIA, NYC, and Nashville)

• Direct and produce content with talent (Angels & Influencers) and photographers to post in real time to align with the timeline of day’s events

• Measure and track the performance of the content & report back to the greater teams involved (Events and PR teams, Store Merchandisers)

Results: To support the Incredible launch, we covered the Incredible Tour on the Instagram feed and Instagram Stories, garnering 26MM+ impressions across owned posts during the NYC (13MM+ impressions) and Nashville (13MM+ impressions) tour stops.

• NYC:

  • There were 3 feed posts total, showcasing Barbara interacting with the Incredible bra as well as with bra fit experts. Only 1 feed post beat reach & 2 feed post reach engagement benchmark.

  • Average reach of the 3 posts was 2.9M, which is -6% to 3.1M benchmark.

  • Average engagement per post was 269K, +47% compared to 183K benchmark.

• NASHVILLE:

  • There were 4 feed posts total, showcasing Alexina and Influencer Erika Costell interacting with the Incredible bra and bra fit experts as well as touring Nashville and enjoying an evening event with influencers. No feed posts beat reach or engagement benchmark - negative sentiment based on the personalities featured (specifically Alexina and Erika).

  • Average reach of the 4 posts was 2.3M, which is -26% to 3.1M benchmark.

  • Average engagement per post was 127K, -31% compared to 183K benchmark.

• LA:

  • Total of 3 posts that generated 4.5MM Reach and 488K engagement.

  • Average Engagement per post was 162K.

  • IGS hit benchmark and reached over 650K people