Victoria’s Secret is a globally recognised lingerie, clothing, and beauty retailer that entered the Australian market in 2018 — more than four decades after its founding. Terrier Agency ran a one-month influencer campaign on Instagram to build local awareness for the launch, centred on the brand’s T-shirt bra and T-Shirt LOGO intimates range.
Thirty influential personalities were recruited, each receiving a personalised fitting from one of Victoria’s Secret’s Bra Size Experts before creating content. Buy-in was so strong that 35 creators ultimately posted, producing 64 live Instagram Stories and reaching a cumulative audience of 2,302,200 across a combined following of 19.6 million — all within a single month.
The campaign showed how authentic, experience-led creator content can give a global brand genuine local credibility in a brand-new market.
