There have been some memorable marketing initiatives from lingerie brands in the past year, but one stood out more than any other for its sheer reach and impact: Curvy Kate’s ‘Star in a Bra’ campaign.
In January 2015, Curvy Kate opened the annual Star in a Bra competition to consumers across the globe for the first time in its seven-year history.
The search, which had previously focused on the UK and US markets only, ran through starinabra.com and was promoted through Curvy Kate’s 100,000 followers on social media.
UK department stores such as Debenhams and Beales supported the competition by hosting a two-week-long roadshow around the country.
More than 1,000 consumers applied and JJ-cup trainee police constable Sophia Adams was named the winner in May 2015.
Through its competition, Curvy Kate strives to boost body confidence and encourage diversity.
The remaining finalists shortlisted for the Marketing Campaign of the Year were:
– Coco de Mer: Rankin collaboration
– Lorna Drew: Everyday Superwoman
– Panache: Modelled by Role Models
– Wolford: Mario Testino collaboration