Curvy Kate Company Background

Curvy Kate launched in 2009 as lingerie wholesalers who specialise in D-K cups, and quickly became one of the UK's most acclaimed fuller bust brands, winning Full Bust Brand of the Year at the 2011 and 2012 UK Lingerie Awards. One of the biggest events in their calendar is the annual Star in a Bra model competition, which sees them championing shapely figures by searching for a curvy, charismatic and confident D+ woman with a fuller body and natural bust. Objective

The main objective was to increase brand awareness during the peak Christmas period. We also wanted to increase engagement with the current community. Capturing email data of potential new customers was also essential for remarketing purposes.

Approach

We developed the ’12 Days of Christmas’ campaign for Curvy Kate, a giveaway incorporating a variety of other brands to promote it including very.co.uk, Soap & Glory, Debenhams, Interflora and more. The campaign involved:

• Creative and innovative daily posts • Monthly apps and competitions • Community building • Partnerships with high street

stockists like Debenhams

Executive Summary Client:

Objective:

• Increase brand awareness • Grow engagement with existing

fans • Reach friends of existing fans • Capture email data for marketing

Solution: A bespoke Sweepstakes app with a Christmas tie-in involving user interactivity, a fangate, email capture, sharing facilities, social media ads and cross-promotion of partner brands

Key Learnings:

Daily reach of 270,000! Reaching friends of fans is achievable

through implementation of Facebook marketplace ads, cross-social media channel posts and nodding to partner brands

Seasonal competitions are a great way to engage existing and new fans

A fangate provides an incentive to ‘Like’ the brand on Facebook before entering the competition

Giving an incentive to ‘Share’ (such as extra competition entries granted) is a great way to turn engaged fans into brand advocates

“Since mycleveragency took on the Curvy Kate social media campaign we have seen

awareness of the brand grow in all areas, in particular our Facebook following grew by 714% in 3 months. We have been impressed with their ideas, strategies and the way they

understood our brand message so clearly. It’s really been a huge success and a turning point for the brand.”

Hannah Houston, Marketing Co-Manager – Curvy Kate

 

 

Promotion

Daily Facebook and Twitter posts to update fans on that day’s prize

@mentioning featured partner brands to promote their pages on both Twitter and Facebook

Cross-wall promotion to expose CK’s brand to communities of partner brands

Facebook marketplace ads that linked directly to the 12 Days of Christmas tab

Promotion across e-newsletter and website

Results

8,566 email opt-ins (peak day, 1,034 received) sdgdbfg

Average of 264 new Facebook ‘Likes’ per day, 112 prior to the Sweepstakes

Increased Facebook fans overall from 6,446 to 9,563 (48.3% increase of 3,170)

Constant growth over 12 days and fans continued to increase post-Sweepstakes

Number of people ‘Talking About This’ went up by 483%

Number of users engaged went from 543 to almost 1,300, 243% increase in post feedback

Over 26,000 tab views

Curvy Kate’s daily reach (those who’ve seen content from the Facebook page) reached 270,000 people in total over the 12 days, meaning an increase of 84.2%.

Next Steps

The campaign ticked all of Curvy Kate’s requirements but went above and beyond the call of duty, enabling them to reach even more potential customers. As full-service mycleveragency clients, their new fans would go on to receive top-level engaging posts across all major social platforms.