Freya lingerie today launched a new global marketing campaign called 365 Days of Deco, to celebrate its most popular bra style, building on its already strong social media presence.
The seam-free Deco is Freya’s signature bra, cited as a style that can be worn every day under anything from a T-shirt to a Little Black Dress, and the brand plans to celebrate this with a year-long social-media campaign. The Deco was launched in 2009 and has sold 300,000 units.
The brand today launched a dedicated microsite, freyadeco365.com, which features a Deco gallery showing all the deco ranges, and a video. The site is mobile-friendly, available in four languages and is integrated with Facebook. The campaign will be supported on Twitter with the hashtag #freyadeco365.
The website also features the Deco Style Wall, onto which fans around the world can upload a photo of themselves wearing Deco under their outfit or say what Deco they’d like to wear under their outfit. Selected entrants could then be featured on the Deco 365 style wall, one of the quarterly campaign adverts, win a Deco set, the entire Deco collection or an £1,000 shopping spree with a stylist.
Ann Marie Manley, head of marketing at Freya lingerie, said: “Ask anyone the bra they associate with Freya, and Deco will be their answer. Whilst the lingerie market is flooded with t-shirt bras, many women that have a cup size larger than a B or C really struggle to find an everyday solution that offers then amazing support and is versatile enough to wear over and over again under every outfit. What makes Deco different to others is the size ranges it’s available in, going from a 28- 38” back and going all the way up to a GG cup – Deco offers the perfect answer for those that have a fuller bust."
She added: "We’re hoping 365 days of Deco urges women to shows women Deco can support your look any outfit 365 days of the year.”
365 days of Deco will run until December 2013.