How to conquer the city with a viral TikTok filter and 360 campaign reach?
360 Marketing for Victoria’s Secret – promoting the opening of the brand's store in Wrocław
Victoria’s Secret is an American brand founded in 1977, specializing in exclusive lingerie, clothing, and cosmetics for women. In addition, its cosmetics, including the iconic body mists, enjoy great popularity. The brand also has the Pink line, aimed especially at teenagers and young women.
Victoria’s Secret gained global recognition primarily through its annual fashion shows. The Victoria’s Secret Fashion Show is an event featuring models known as “Victoria’s Secret Angels.” The first show took place in 1995.
Our task as a creative agency was:
- Building mass brand awareness and a local customer base in a very short time.
- Creating a 360 communication strategy combining viral video trends (TikTok, FOOH) with traditional outdoor advertising in the urban space.
- Coordinating a campaign involving 42 influencers and the comprehensive organization of the opening event in Wroclaw.
- Maintaining strong brand momentum in yet another location, as this was our third project for the brand that year, following the campaigns we delivered in Poznan and Cracow.
Business goals
- Building awareness of the Victoria’s Secret boutique opening in Wrocław.
- Announcing the store opening to create communication buzz and positive emotions in digital media.
- Building a local customer base and encouraging newsletter sign-ups.
What did we do?
We implemented a 360 campaign based on hyper-locality and the strongest digital trends. We combined traditional outdoor with viral video formats.
Key pillars of our activities:
- We created an original contest filter, “Which VS mist are you?”, which went viral (used over 78,000 times). It ranked in the top 5% of effects on TikTok.
- We utilized the FOOH (Fake Out Of Home) technique (a digital Victoria’s Secret bag falling onto Wrocław) and City Runway formats (models in the city space).
- We engaged 15 influencers (2.5 million followers) and 27 local UGC (User Generated Content) creators, who collectively generated over 950,000 organic views and engaging brand messages locally.
- Residents of Wrocław learned about the opening from displays at public transport stops, mega-billboards at city entrances, screens near the PKP railway station and Galeria Wroclavia, as well as through a radio campaign.
- We organized a Pre-opening Day for local influencers. We provided full coverage: sleepwear personalization, set design, and photo/video production from the event. Reports from the event generated nearly 40 publications.
Additional channels and content covered by the campaign
Digital:
Primarily advertising campaigns in Meta Ads and TikTok Ads using the FOOH technique, influencer marketing, and UGC activities.
Radio advertising on Radio Eska:
40 broadcasts of the spot announcing the opening, reaching over 96,000 women in Wrocław with an average frequency (OTH) of 3.
Regional communication:
A campaign on 200 LCD screens in the Lower Silesian Railway (Koleje Dolnośląskie) rolling stock. Within a month, a 15-second opening announcement was displayed nearly 300,000 times, reaching 1.9 million passengers.
Media relations:
34 announcements in online media and 16 publications in the social media of local Wrocław outlets. Representatives of local editorial offices were also present at the boutique opening.
Visual setting on opening day:
Design and production of a press wall, personalized slogans on the brand’s sleepwear, and full production of photo and video materials from the event. We implemented the campaign in cooperation with the Konkret and Szwenk agency teams.
Effects
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Over 700 videos with the TikTok contest effect
Our original TikTok filter generated 661 526 views and was used over 78 000 times. It joined the narrow group of the most effective effects on the platform.
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Over 4,000,000 materials in online campaigns (Meta & TikTok Ads)
Thanks to unusual, eye-catching materials (FOOH, City Runway, TikTok effect) and a precisely selected target group, we generated +57% more Meta Ads views and +147% more TikTok Ads views than originally assumed.
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23 000 follows in one month (+16 000 on TikTok and +7 000 on Instagram)
The campaign generated over 23 000 followers on Victoria’s Secret brand social media profiles.
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Nearly 2 000 000 monthly in Lower Silesian Railway who had contact with the advertisement
We arranged 200 LCD screens in the Lower Silesian Railway rolling stock, which displayed 15-second opening messages.
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Nearly 400 000 people saw our messages in Wrocław's urban space
We ensured exposure on traditional advertising media located at strategic points in Wrocław.
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Over 50 publications about the store opening in local media
- 34 announcements in online media and 16 publications in the social media of local Wrocław outlets.
- Representatives of local editorial offices were also present at the boutique opening.
