With over 150 million daily active users, Snapchat has grown from a cute social darling to a serious contender for brands’ social attention. According to L2’s upcoming Social Platforms 2017 report, 62 Index brands added Snapchat accounts between January 2016 and October 2016, bringing adoption up to 64% of brands. However, the platform’s limited searchability means that consumers must seek out organic brand content—brands should therefore leverage Snapchat as a way to engage with their most loyal followers.

Victoria’s Secret effectively leveraged Snapchat to generate hype for its annual fashion show. In the months leading up to the event, Victoria’s Secret released show announcements incrementally, rewarding Snapchat followers with exclusive content. In October 2016, the brand announced the fashion show’s location (Paris), snapped videos of model castings, and unveiled the Fantasy Bra on the platform. In the days leading up to the event, the brand posted videos of the models exploring Paris and rehearsing for the show.

During the runway show’s filming on November 30, Victoria’s Secret posted backstage clips of the models getting ready, snaps of runway event itself, and videos from post-show celebrations. The brand’s final post of the evening called viewers to tune into the CBS broadcast of the show on December 5. Victoria’s Secret also sponsored a Live Story providing backstage access to the show, effectively driving awareness of the show among Snapchat users who do not follow the brand’s Snapchat account. On the day of the broadcast, Victoria’s Secret posted videos of the Angels at their runway show viewing party with “Tune in NOW!” messages when the screening began. The brand also sponsored a Snapchat geofilter with the show information.

Victoria’s Secret also benefited from influencer amplification—Gigi Hadid and Kendall Jenner both posted on Snapchat and Instagram about the show in the week leading up to the event. Hadid and Jenner have 26 and 70 million Instagram followers, respectively, so their content effectively reached those followers who may not follow Victoria’s Secret but do follow the models.

Victoria’s Secret savvy Snapchat strategy allowed the brand to reach young potential consumers who are difficult to reach via television advertising—Fashion Show viewership declined 30% in 2015, but saw a 1% increase this year.

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