CLIENT

Victoria’s Secret Beauty

AGENCY

In-house creative

TAGLINE

There is a Bombshell in all of us

CAMPAIGN

OLV/TVC / Email / Site / In-store / Social / Events

The Team

Photography/Film: Zoey Grossman
BTS: Pat Fenelon
Director: Kelly Jeffrey
Styling: Alex White
Hair: Shay Ashual
Makeup: Patrick Ta
Production: AP Studio, Inc
Polaroids: Bryan Vargas
AVP, Creative Director: Tracy Deleu
Creative Director, Copy: Victoria Probert
Copy Manager: Elena Hart
Spanish Translations: Claudia Padilla
Design: Lauryn Koehler + Meagan Frame + Yushin Kato + Gillian Wach + Flora Feng
Marketing: Jill Smith + Megan Gustashaw + Savannah Mattox + Michelle Contreras

Victoria’s Secret’s announced its first-ever bilingual campaign would star Cuban-American Grammy-nominated artist, Camila Cabello, as the face of the fragrance. To gain maximum exposure, VS partnered with HarpersBazaar.com for an exclusive interview with Camila and secured coverage on WWD.com, PeopleenEspanol.com, GoodMorningAmerica.com, CRFashionBook.com, and more —totaling 385M+ media impressions.

The momentum was then brought to TikTok with a HTC kicked off by the star of the campaign, Camila Cabello, along with 5 additional dynamic creators who encouraged fans to show their inner Bombshell using #LikeABombshell. The #LikeABombshell HTC garnered over 12.7B views and generated over 750 organic videos.

@camilacabello

Camila Cabello BTS on social

A video sneak-peek tour created by Camila earned over 2.5M+ views, and live coverage of the pop-up and activations reached an average of 154K users per post (including UGC) from branded posts—reaching over 13.7M accounts. In total, across paid influencers and organic content, social media impressions topped 100M.

Geo-targeted email support (~3M circ) drove $20K in sales, and O&O social drove 4,000+ visits to the pop-up site page, generating 1,400 NEW email subscribers.

The Results

Influencer Content

Experiential Bombshell Gardens Pop-Up

THE HIGH LINE, NEW YORK CITY

Next, the Bombshell Gardens Pop-up opened on the High Line on Tuesday, May 3rd, 2022 with a VIP morning event where over 100 media outlets and influencers were invited to join, including Tayshia Adams, Jessica Wang, Violetta Komyshan, Tefi Pessoa, Devyn Garcia, and more.