Victoria’s Secret partnered with Terrier Agency on a multi-market influencer campaign designed to reach younger demographics and reposition the brand through authentic creator partnerships. Influencers were selected across fashion, lifestyle and body positivity verticals, chosen for audience alignment and genuine affinity with the brand’s evolving values rather than follower count alone.
The campaign activated over 200 influencer partners across multiple international markets, generating more than 50 million in total reach with an 8.2% engagement rate, creator-led storytelling that consistently outperformed traditional ad creative.
By pairing trusted voices in inclusive fashion with coordinated multi-market activation, the campaign delivered a measurable shift in the brand’s reach among Gen Z and millennial audiences.
Victoria’s Secret: launching in Australia
To support Victoria’s Secret’s entry into the Australian market, more than four decades after the brand’s founding, Terrier ran a one-month Instagram influencer campaign centred on the brand’s T-shirt bra and T-Shirt LOGO intimates range. Thirty personalities were recruited, each given a personalised fitting from one of Victoria’s Secret’s Bra Size Experts before creating content.
Buy-in was strong enough 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, proof that experience-led creator content can give a global brand genuine local credibility in a brand-new market.
Casting on Fit Rather Than Follower Count Across Markets
Terrier’s shortlist process weighs audience overlap and genuine alignment with a brand’s values over reach, which is why the Australian launch went further still, giving each of the thirty recruited personalities a personalised bra fitting before any content was made. 2,302,200 in reach from 35 posting creators and 64 Instagram Stories is a reach figure for a single market and month, not a sales number, evidence a brand already known worldwide can still earn local credibility.
