360 campaign for Victoria’s Secret
Opening of the brand's first showroom in Poznań
Victoria’s Secret is an American brand founded in 1977, specializing in exclusive lingerie, apparel, and beauty products for women. In addition to its wide range of lingerie, its body mists have gained particular popularity. For the past several years, the brand has also offered its Pink line, designed for teenagers and young women. Victoria’s Secret is recognized globally for its annual Victoria’s Secret Fashion Show, featuring models known as “Victoria’s Secret Angels” who regularly collaborate with the brand. The first show took place in 1995.
Objective
- Build and strengthen brand awareness by promoting the opening of the Victoria’s Secret boutique in Poznań.
- Announce the launch of the store and generate buzz and emotional engagement across digital media.
- Grow the local customer base and encourage newsletter sign-ups.
Solution proposal
For Victoria’s Secret, we developed a comprehensive communication strategy covering physical, digital, and non-standard activations. We launched the awareness campaign six weeks prior to the store opening, with a focus on intensifying communication during the 7 days before and after the launch of the boutique in Galeria Posnania. The scope of work included:
- Outdoor advertising: billboards and city lights
- Digital campaigns: Meta Ads, TikTok Ads, influencer marketing, and user-generated content (UGC)
- Media relations: distribution of two press releases and on-site media coordination during the opening day
- Radio and digital ads: broadcast across Poznań’s public transport system
- Ambient and non-standard actions: including the Victoria’s Take Over The City campaign with invitation distribution to boost newsletter sign-ups, and a social media contest for nail stylists in Poznań
- Opening day visual support: including the design and production of a branded press wall, personalized tags for Victoria’s Secret sleepwear, and full photo and video production coverage of the event
Results
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Media relations
Media coverage generated by local and business outlets, to which we distributed our press releases, reached over 1,651,250 impressions, translating into more than PLN 120,000 in advertising value equivalent (AVE).
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Influencer marketing
We engaged over 10 local Instagram creators with a combined following of 759,100, who generated 579,745 views of branded content.
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Digital campaign
Campaigns on Meta and TikTok platforms delivered over 1.7 million impressions among women living in Poznań and the surrounding area (within a 20 km radius).
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User-generated content
On Instagram, 34 UGC (User Generated Content) creators from Poznań, with a total following of 202 498, generated 240,220 views of brand-related content.
Client Testimonial
The agency’s professionalism and efficiency, along with the proactive initiatives they undertook, were invaluable throughout the entire campaign. The team stood out not only for its effective project management but also for the creativity and innovation that contributed significantly to the success of opening the first Victoria’s Secret store in Poznań. Their ability to respond swiftly to changing circumstances and adapt strategies with flexibility was key to achieving our objectives.
Thanks to the MOXIE team’s dedication, the Victoria’s Secret brand gained substantial visibility in local media, and the marketing activations executed by the agency proved highly effective and delivered measurable results. We are very pleased with the outcome of this collaboration and wholeheartedly recommend MOXIE as a professional and reliable partner in marketing and PR.
