Case Study: Victoria’s Secret boosts Gen Z engagement with Seed’s Bra Fit Tour

Victoria’s Secret drives 1.8K+ new social followers with Seed

Victoria's Secret needed to build a genuine relationship with a student audience that did not see the brand as relevant. Their challenge was to make their premium bra fitting expertise accessible on campus in a way that felt authentic and not like a lecture, especially since research showed 80% of students were wearing the wrong bra size.

Seed implemented an experiential marketing campaign by converting a Routemaster bus into a mobile fitting room that toured university campuses. Student ambassadors drove peer-to-peer awareness, and a shareable photo moment extended reach. This solution by Seed resulted in over 400,000 opportunities to see, average queues of 75 students, and over 1,800 new social followers for the brand.

Victoria’s Secret