The campaign, called "Full effect your life", sees Wonderbra give three girls the opportunity to win one of three life-enriching experiences: Become a fashion journalist with a week's internship at Cosmopolitan.co.uk; discover the secrets of a fashion stylist by shadowing Grace Woodward of "Britain's Next Top Model"; or delve into the mind of a fashion buyer on a trip to Paris with leading vintage site WeLoveVintage.
The online and PR campaign, which included a full-page exclusive in The Sun featuring a giveaway of limited edition bra-shaped 3D glasses and the campaign support of a host of aspirational celebrities and fashion experts including X Factor's Lucie Jones, drove traffic to the website, www.wonderbra.co.uk. In addition, a series of bespoke media partnerships will also see Wonderbra tie up with brands and branded events such as "Britain's Next Top Model Live" going forward, to promote the competition among likeminded audiences and generate online awareness.
iris has worked with Wonderbra since 2006, and has partnered with the brand on many of its high-profile campaigns, such as the launch of its "D to G" range in recent years. Wonderbra tasked iris with redefining its digital marketing strategy, to include the relaunch of its website, www.wonderbra.co.uk, last year.