Curvy Kate is using a social media-led competition to reach a potential 12.5 million customers this Christmas.
The "Have a Curvy Christmas" giveaway will run across its three Facebook pages, which cover the UK, Australia and the USA, offering customers the chance to win prizes through an online app.
Running for 10 days, from December 3 to December 14, fans can enter multiple times each day. Using a viral feature, fans can share the competition, and for every 10 shares they will receive an additional entry.
Ten brands have offered prizes, including Debenhams, Very.co.uk, Simply Be, Bare Necessities and New Look.
Last year’s Christmas competition saw a fan growth of 48.3% and increased ‘Talking about’ 483%. Since January 2012, the Curvy Kate UK Facebook page has 319% growth in fan numbers.
This year, a mobile-friendly entry stage and utilisation of Facebook’s open graph, as well as promotion through social media, email newsletters, retailers, forum seeding, blogging, social ads, and website banners, mean that the brand believes it can reach over 12 million customers.
Marketing manager Hannah Houston said: “We have seen some fantastic results this year through social media and have enjoyed gaining feedback from our fans and interacting with them in this social way. Social Media Management Company MyCleverAgency have been working hard building bespoke apps for the brand and have come up with new ways to interact with our fans."