What We Did

To generate buzz around the new store opening, we curated an engaging and welcoming event experience, enhanced by a paid and contra influencer program and targeted media outreach.

The in-store event attracted both traditional media and content creators, who immersed themselves in the store's refreshed ambiance. Featuring a DJ, live vocalist, gourmet canapés, and full bar service, guests enjoyed the ultimate VIP Victoria’s Secret shopping experience, each receiving a gift voucher to spend on something special. We meticulously managed every detail of the event, from curating the guest list to managing the invitation and RSVP process, and overseeing all styling and production elements on the night.

Additionally, four selected macro content creators were invited to an exclusive 'VS Sleep Over' in custom-branded suites at the W Hotel. Designed to foster abundant content creation opportunities, each suite was adorned with Victoria’s Secret cushions, throws, silk robes, pajamas, fluffy slippers, and featured Victoria’s Secret bath, body, and fragrance products in the bathrooms, along with a luxurious lingerie set. After being chauffeured in style to and from the VIP shopping event, they returned to their suites for a memorable night's sleep with Victoria’s Secret.

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Memorable Moments

• Guests received their event invitations in the form of a quintessential pink Victoria Secret box featuring a silk robe with their initials embroidered on it.

• The VIP event generated almost 8 Million social media impressions within two hours through countless Instagram and TikTok posts.

• Throughout all media coverage and social media posts, the sentiment was overwhelmingly positive around Victoria Secret's new direction.

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