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

Curvy Kate's interaction with customers is limited, but social media could provide for them a channel whereby their fans could ask questions directly, increasing their transparency and making them appear fun.

• Increase fan acquisition on the Facebook page

• Drive promotions to increase engagement with social media channels and grow the Facebook fan base

• Increase email marketing database for remarketing purposes and offers

• Establish brand as the market leader in their industry on Facebook & Twitter

Approach

Curvy Kate capitalised on strong media ties by partnering with Take5, one of Australia's most popular women's weekly magazines for cross-promotional opportunities. We created a competition to win 'Lingerie for a Year' – 12 sets of Curvy Kate lingerie, to increase engagement. Fan growth was further aided by the use of our bespoke sweepstake application, which heavily incorporated viral design and incentivised social sharing. Facebook Marketplace and Sponsored Story ads were to lead both new and existing Curvy Kate customers to the Facebook Page. Extensive targeting on Twitter was also exercised to ensure high relevancy of followers to increase their reach within Australia.

Executive Summary Client:

Objective:

• Increase brand awareness • Grow engagement with existing

fans • Reach friends of existing fans • Capture email data for marketing

Solution: A bespoke Sweepstakes app with a Christmas tie-in involving user interactivity, a fangate, email capture, sharing facilities, social media ads and cross-promotion of partner brands

Key Learnings:

Viral elements of the app meant a significant number of entries were just via referral

A wholesaler that doesn’t get much chance to interact with the public can do so via social channels

Low-cost Facebook ads mean a wider reach

Social media allows for extensive targeting, especially where demographic and geography are concerned

“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

Over 760 people entered the competition, amassing almost 2,700 views sdgdbfg

The viral elements of our sweepstakes application meant 118 people came via social referral

Over 600 new names were added to Curvy Kate Australia's email marketing database

Fan growth during the campaign period was 8x the previous period, and engagement was 3x higher

More than 500 new fans were added to the Curvy Kate Australia Facebook Page in just a week

Next Steps

Curvy Kate could now re-target their increased Facebook fans and email database with promotions, discounts, special offers and brand news – at no extra cost.