by Eunice Lee

It’s no surprise that the Victoria’s Secret Angels had all their viewers drooling in front of their television. The show did more than just impress- it made billions of dollars. From designers to models and managers to artists, the Victoria Secret Fashion Show managed to turn their 12 million dollar expenses into 5 billion dollars in revenue.

The VS Fashion Show was broadcasted in more than 180 countries; that alone let the brand shine brighter than the garnished Angel wings with over 100,000 Swarovski crystals. Though the show was initially a fashion show, it became something where models, musicians, and advertisers are able to come together and ultimately create a successful marketing campaign.

Sexy struts might have come a long way on the runway, but what makes a bigger impact on this show’s viewership is the entertainment. Celebrities such as Kanye West, Adam Levine, and Nicki Minaj appeared on the show performing songs to hype up the audience. Celebrity endorsements are used quite frequently to boost buzz marketing. That Tuesday night, the show generated more than four times the amount of Twitter mentions than in 2010 and 2009, and conversations appeared to be 90% positive about the show.

In almost every aspect, the show invited anyone who was interested in pop culture. No longer are the only viewers of the show women and guys hoping for a nip slip. These models have turned lingerie marketing into fine art in itself. “It’s one giant PR stunt,” says Linda Ong, president of branding firm Truth Consulting. “It’s about getting people to keep this very mass-market brand top-of-mind.”

In spite of the beauty and glam, the Victoria’s Secret Fashion Show’s results prove that it ultimately presented a successful marketing operation. “It’s the only one-hour network show dedicated to a single brand,” says Monica Mitro, Executive Vice President of Brand Communications and Events of VS. “It puts our brand in front of millions of people around the world during the crucial holiday period.” Looking for some gift ideas? How about some lace?




Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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