Curvy Kate Australia Company Background

Curvy Kate launched in 2009 as lingerie wholesalers who specialise in D-K cups, and quickly became one of the UK's most acclaimed fuller bust brands, winning Full Bust Brand of the Year at the 2011 and 2012 UK Lingerie Awards. One of the biggest events in their calendar is the annual Star in a Bra model competition, which sees them championing shapely figures by searching for a curvy, charismatic and confident D+ woman with a fuller body and natural bust.

Objective

• Champion Curvy Kate's approach to real woman and natural beauty

• Expose Curvy Kate's brand to an Australian audience, and increase brand awareness

• Generate earned and owned content opportunities for Curvy Kate

• Increase fan acquisition of the Curvy Kate Australia Facebook Page

Approach

A bespoke Facebook application was built to host a model search competition, with a two stage voting system encouraging entrants to use their own social networks to gather votes. The brand’s close network of bloggers were briefed on the competition and encouraged to participate in the voting process. Curvy Kate also benefit from having extremely close relationships with their retailer network – close communications with them throughout the campaign process allowed us to leverage their social networks in promoting the competition. Facebook Marketplace Ads targeting Australia's most revered lingerie brand's fans were run over the period of the campaign, encouraging people to enter and vote.

Executive Summary Client:

Objective:

• Expose the brand to an Australian audience

• Generate content opportunities, both earned and owned

• Reach friends of existing fans and create more Facebook fans of the brand

Solution: A model search competition with user interactivity at every level, created with a bespoke Facebook app and a two stage voting system as well as utilising the brand’s already strong network of bloggers.

Key Learnings:

Over 40 blogs and articles published in relation to the campaign for great publicity – and free!

Facebook ads exposed the competition and thus the brand to a wider audience, also low-cost

Cassie Hayes became ‘the people’s champion’ and voters got to see her career progress as a result of the competition

Gave a personable, supportive and entrepreneurial image to the brand

“Since mycleveragency took on the Curvy Kate social media campaign we have seen awareness of the brand grow in all areas, in particular our Facebook following

grew by 714% in 3 months. We have been impressed with their ideas, strategies and the way they understood our brand message so clearly. It’s really been a

huge success and a turning point for the brand.” Hannah Houston, Marketing Co-Manager – Curvy Kate

 

 

Results

A total of 193 entrants to the Star in a Bra competition sdgdbfg

125,959 visits to the application and exposure to Curvy Kate's real women messaging

5,755 unique voters took part in the voting stage of the competition

4,712 new followers acquired throughout the 3 month campaign period, and an average daily growth of 0.61% – double in comparison with the period before the campaign

Over 6,800 Australian visits to the Curvy Kate blog during the campaign period, three times what they received in the same time range before the campaign

More than 40 blogs or news articles published with regards to Star in a Bra Australia 2012

Next Steps

Curvy Kate Australia now have over 500 individual pieces of original content they can use for marketing purposes. Cassie Hayes, winner of Star in a Bra 2012, is now a mainstay in Curvy Kate's modelling lineup and features in all of their latest promotional materials, proving how real and worthwhile the competition was.