The fourth annual Star in a Bra competition has seen unprecedented numbers of fans entering, engaging and voting on who should be the next face and body of fuller cup lingerie brand Curvy Kate.
At the start of the year, Curvy Kate’s Facebook Timeline was exposed on average to just under 4,500 engaged users per month. Since then, that figure has risen to a 9,771, an increase of 117 percent.
The number of natural D plus women entering also doubled and the brand saw a record number of votes with over 320,000 clicks on the application in the two tiered voting period.
The contest, run through the social networking site Facebook (www.facebook.com/curvykate), encouraged ‘fans’ of the brand to upload images of themselves in their lingerie to enter.
A shortlist was drawn up and the finalists faced a public vote as family and friends chose their favourite D plus entrant. Over a three month period, Curvy Kate reported that its number of ‘fans’ from by 51 percent , from 14,101 to 21,307, thanks to its new, bespoke application.
The app, which was designed and created by social media agency mycleveragency, aimed to improve the ease with which members of the public could enter the competition.
After authorising the application, their entry form was pre-populated using Facebook profile information. People were then faced with three options for uploading their pictures; via a webcam, via a link, or via a file from their computer. Once the Curvy Kate judging panel had made their decision, the app changed to automatically reveal which girls had made the top 30.
Key stockists also played a major role in the campaign, by marketing the initiative to their customers through promotional inserts, social engagement, in store marketing and staff incentives. This year’s winner, Sophie Morgan, was found through AIS Store Creaseys of the Channel Islands, who backed the local girl from day one.
Curvy Kate Pr and marketing manager Hannah Houston said: “We were amazed at the hordes of gorgeous, shapely women who threw their curves into the competition. We are passionate about promoting all curves and its clear the public love to be involved in choosing our next model. Our final winner Sophie Morgan is a great role model and oozes glamour, confidence and inner beauty. We’re excited about the year ahead.”
An identical Star in a Bra campaign is currently running in the United States. An Australian version of the competition is set to launch in June.
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.