Triumph has teamed up with digital creative agency ais London to create a campaign for the UK launch of its new product, Magic Wire.
Magic Wire, which was introduced to buyers in New York in August, replaces the traditional metal wire with a flexible silicone piece – offering the support of a wire with the comfort of none.
The product was developed on the back of Triumph’s Stand Up for Fit campaign, which kicked off last year.
As part of the project, the brand surveyed 12,000 women in seven countries to discover their issues and frustrations when it comes to selecting the perfect-fitting lingerie.
One of the most common complaints about bras is that the underwire digs into the skin, causing discomfort, redness and constant fiddling.
“Having solved one of the most prominent niggles UK women face – an uncomfortable wire bra – Triumph has now tasked ais London to get to the heart of what other everyday problems UK women want fixing,” Triumph said in a statement.
The #nigglefix campaign will predominately run across social and features a microsite and ongoing co-authored content.
Using the hashtag #nigglefix UK women are being encouraged to share on social media what everyday problems they would like to see solved.
Triumph will take some of the niggles posted on both Twitter and Facebook, illustrate the most commons problems and then call on the community to suggest their best possible solutions.
Anu Menon, head of Marketing UK at Triumph said: “The objective of the campaign was not only to drive awareness of the Magic Wire, but to drive engagement and create authentic conversations with our audience tapping into a wider insight – that as women we put up with a lot of little niggles, and while Triumph has solved one, we’d like to use the resourcefulness of other women to help solve more.”