Story

Victoria's Secret needed to build a genuine relationship with a student audience that largely didn't see the brand as relevant to them. Research showed 80% of students were wearing the wrong bra size, and most associated fittings with an awkward teenage trip to M&S, not something worth seeking out. Victoria's Secret had a premium product and the expertise to back it up, but needed a way to make that accessible on campus without feeling like a lecture.

Action

A converted Routemaster bus toured 10 university campuses, recreating the fitting experience of the Victoria's Secret Bond Street flagship. Students boarded for a one-to-one bra fit and left with a free gift and a discount voucher redeemable immediately online, closing the loop between experience and purchase.

Twenty student ambassadors, carefully selected and trained ahead of the tour, drove awareness through their campus networks and social channels in the weeks before each stop. Their peer-to-peer promotion proved more effective than broadcast - average queues hit 75 students, with wait times reaching 90 minutes.

A giant Victoria's Secret deckchair on-site gave students a shareable photo moment, with a share-to-win mechanic built into the post to extend reach beyond the campus.

"The team were so professional, easy to work with and provided great insights and suggestions on how to make the tour a success. The campaign was beautifully executed and was a huge success for us with the reaction to the activation far surpassing our goals and expectations. Seed are wonderful partners and are quickly becoming an extension of our team. We look forward to continuing to work together on student initiatives." Georgina Gelardi, Marketing Manager, Victoria's Secret