iris PR case study
In a bid to move away from its passive ‘Hello Boys’ heritage, Wonderbra wanted to empower women with a range of four fashion-effect bras.
iris PR was tasked with promoting the new range to a core target of 16-24 year old women, and a secondary audience of those aged between 25-35, via a push for heightened awareness and positive word of mouth.
iris conducted research that highlighted socialising as an all-important pastime for the target audience.
Beyond this, they found that younger females are also more likely to respond positively to branded entertainment and in particular, events that give them social currency and create media talking points.
So iris PR created four nationwide evenings of total brand immersion, which enabled them to convey the benefits of all four designs and deliver a wide range of positive associations.
The ‘4 Effect’ events were also designed to attract high profile media coverage, which in turn would act as a vehicle to communicate these benefits to a wider audience.
Guests in London, Manchester, Glasgow and Birmingham arrived at their city’s most fashionable nightclubs to discover four fantasy worlds themed to compliment the 4 Effects range.
In a chic Manhattan apartment, they could enjoy a chocolate fountain. In a Parisienne boudoir, showgirl makeovers were on hand for all.
The events climaxed with a fully choreographed catwalk fashion show against the backdrop of the glitzy liquid-gold Wonderbra logo, with goody bags packed with pampering treats.
iris PR partnered with Glamour magazine to invite their loyal readership to the event, and then chose a small number of select media in each different region to run competitions for tickets to the event, all the while driving awareness of the new range.
All applicants were directed to a dedicated microsite which was designed to build intrigue around the exclusive nights.
For the most fashionable mass market bra around, iris PR chose the most fashionable nightclubs to host the events and these clubs also helped to pre-promote each event.
The campaign was supported with slick POS in the stores of retail partner Debenhams who also provided additional prize collateral, along with partner TIGI, for the pre-event media competitions. Journalists and photographers were invited to attend each event, resulting in extensive press coverage.
A photographer provided fabulous images, which were then used to sell in to non-attending media post event. Glamour magazine published a follow-up article detailing the success of the night, and the events were documented online in vibrant reportage photography.
Brand perception of Wonderbra shifted from ‘sexy’ to ‘fashion-focused’ and almost 1 in 3 made a purchase of a Wonderbra following the events.
Better still, 86 per cent of attendees said they would tell their friends about the activity, telling an average of 5.2 friends each.
Press coverage and media interest in the established product’s new positioning was strong:
- Beyond Glamour magazine, coverage was achieved in key national, regional, online and consumer media including titles such as Metro, Daily Mirror, and the News of the World
- 42 journalists and photographers attended the events
- Total opportunities to see press coverage were 12,617,397
- Total equivalent advertising value (EAV) was £95,389
- Total editorial value was £286,180
- Some 82 per cent of press coverage included one or more product photographs or Wonderbra logos
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