Wonderbra in the UK is to unveil its new website this week, which aims to engage the brand’s 20-something female target audience online.

The site, created by iris, will act as a destination hub for all of the brand’s online and social media activity in the UK, where users can check out all the latest products and interact with the brand and each other via several new features.

Wonderbra tasked iris with redefining its digital marketing strategy, to include the launch of the new website, last year.

The site, www.wonderbra.co.uk, which has been designed and built by iris, aims to channel the brand’s target 18-30 audience to buy online or in-store by providing persuasive content and an on-brand experience, underpinned by clear calls-to-action. New features will include a ‘Get Inspired’ section, which will contain rich media and ‘social’ content, where users can watch product demo videos, read the latest news on the brand, and get up-to-the-minute posts via Twitter. Users will also be able to ‘like’ and comment on products, and in turn share this with their friends on social networks.

Martina Alexander, marketing manager Wonderbra UK, said: “Wonderbra has a really active online audience so we wanted to tap into this. We want to make the most of every conversation with our target audience, with the view to building a closer relationship with our consumers whilst also converting traffic to sales. The site is a very strong representation of the Wonderbra brand, with great attention to detail, and lots of interactivity – iris has really helped us find our voice online.”

Pete Armstrong, creative director of iris’ Manchester office, said: “Everything from the tone of voice and imagery, to the interactivity and opportunities for engagement on the site has been developed to reflect where Wonderbra is now: a social and influential brand that is in touch with its audience. This audience are natural brand ambassadors so it’s important to engage them with compelling content that they want to share, and prompt conversations. This is all about driving this dialogue with the Wonderbra customer and creating opportunities to offer persuasive content in an on-brand environment that will help drive the all-important purchase.”

In June 2009, Wonderbra launched an integrated campaign for its Ultimate Strapless bra, which recently won the award for ‘Best Digital Marketing Campaign’ at the digital industry’s biggest awards, the Big Chip Awards.

iris has worked with Wonderbra in the UK since 2005, and has partnered with the brand on several of its high-profile campaigns in recent years.

iris recently completed its global study ‘Upon Women’, which looked at how female consumers globally want to be engaged by brands in ways that complement, rather than conflict with, their views of the world.

Tags: creative, digital, integrated

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