Full cup lingerie brand Curvy Kate aims to target four million consumers with the launch of its fourth annual Star in a Bra competition.
The competition searches the UK for a D plus, naturally curvy woman, to become the face and body of the brand and win an international modelling contract.
Over the past three years, Curvy Kate has built up a portfolio of real women to model for the brand, who act as ambassadors, promoting the ‘feel good figure’ philosophy.
For 2012, Curvy Kate is increasing its advertising exposure, retailer promotions and producing a custom made application for Facebook, with added viral features.
With a social presence increase of over 320 percent reported since January 2011 and a “potential” Facebook reach of over four million people, the brand claims that it is set to generate the highest engagement in its history – aided by the support of retail giants such as Debenhams and Very.co.uk.
Curvy Kate marketing manager Hannah Houston Marketing Manager said: “The viral features that have been created by our social media team, encourage the user to share at each stage of the application, which helps us spread our message further. The application also has new upload features and a great new design which fits in line with how the brand has developed this year.”
She added: “We are passionate about creating a community feel in all areas of the brand and the competition plays a crucial part in this. We will continue to use real women to model our lingerie –every season and in every collection. This isn’t just a fad – we believe whole heartedly that curves are beautiful and our models certainly show this.”
The company has ambitious growth plans for the Star in a Bra competition and is currently looking at other destinations to launch the competition. The brand is now sold in 17 countries worldwide and is targeting other overseas markets for 2012.
Curvy Kate specialises in lingerie for the fuller bust from D to K cups with back sizes from 28-40”. Bras retail from £27 to £30.