Sparkles, diamonds, smiles, 6-inch heels, big bouncy hair, elaborate wings, and a lot of lingerie. There really is no other than the upcoming 2012 Victoria’s Secret Fashion Show. With over 11.5 million viewers in 2011 of “essentially an hour-long commercial” , called analyst Erika Maschmeyer, the Victoria’s Secret marketing team really knows how to get their fans excited. This year, without a doubt, they have stepped it up even further with some creative and smart social media marketing techniques.
Photo from style.time.com
Just over a year ago, the brand has launched their new VSX by Victoria’s Secret sports wear line. To promote their new launch in collaboration with this year’s fashion show, Victoria’s Secret created a Facebook app called “Train like an Angel” where they brought ‘social’ to your workout. On the app, girls can watch workout videos with their favourite ‘Angels’ and their expert fitness instructors, download workout tips, listen to their tailored workout playlist, share their experience and stories through #TrainLikeanAngel on Twitter, and even watch fitness and fashion editors from Fitsugar, Fashionista, and Shape magazine train along with the angels
This is a social media marketer’s big BEAUTIFUL mess. Yes, there’s a lot going on at once, but everything just fits together so perfectly. Every year, girls complain on Twitter and blogs about how they want to look just like those angels after the show. This year, Victoria’s Secret offers the opportunity to train just like them, as they all count down to the actual show. The integration of the Twitter hashtag encourages the girls to motivate each other rather than complain about themselves. The excellent choice of bloggers and editors whom are invited are influentials in the health and fashion industry who will further promote the event on their own website and magazine.
My only question is, why did they decide not to post those workout videos on their Youtube channel? I’m sure those videos will get much more exposure if shared on that platform. Perhaps they think that the videos can be better tracked through the Facebook app only? They must have had a good reason for it.
What do you think?