By Kenneth Richard | The Impressionist
How does one go about drumming up last minute fan fare, anticipation, and viewership for your biggest event of the year? If your CMO Ed Razek and the team at Victoria’s Secret you play it smart by mixing the power of digital with the power of supermodels. Oh and add the power of pop by using a Taylor Swift song.
Just hours away from the broadcast of their fashion show from London, the team has released a viral video featuring Adriana Lima, Alessandra Ambrosio, Behati Prinsloo, Candice Swanepoel, Doutzen Kroes, Karlie Kloss and Lily Aldridge all lip-synching and dancing to Taylor Swift’s pop single, “Shake it Off”. A tad pedestrian, sure. Smart marketing, definitely.
You know what would of been really smart? Having a few of these guys as back-up dancers.