IDG Contributor Network: Has Victoria's Secret figured out the secret to retail social campaigns?
Retail marketers have known for years the critical nature of social media communications. But every now and then, one retailer takes it up a notch and shows some of the huge potential in up-to-date social campaigns. This time, it's 1,139-store apparel chain Victoria's Secret and an impressive rollout on Instagram.
What Victoria's Secret is selling with this campaign is a line of bras. It knows that Instagram is arguably the most visual of the leading social sites, so what better way to generate some social buzz than by leveraging its well-known models?
Specifically, it opted to showcase the flexibility, comfort and visual appeal of its apparel items by filming its models boxing with each other.
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