Iris PR case study
Wonderbra is one of the nation¹s best-loved lingerie brands. Multiplunge is its latest product innovation - the first bra that can be worn in 100 different ways thanks to its adjustable straps.
Multiplunge was launched to long lead and trade press in July 2006. iris PR, recently appointed as Wonderbra¹s retained agency, was tasked to devise a campaign to re-ignite media interest and to communicate the availability of the product in-store in November 2006.
- To raise consumer and media awareness of Multiplunge
- To keep internal and retail trade morale around the product high
Strategy and implementation
Lingerie is a crowded market with launches happening almost daily: the run-up to Christmas in particular is a key time for manufacturers to publicise their ranges.
To cut through competitor noise iris PR focused its campaign on communicating Multiplunge’s unique product benefit - 100 ways to wear - with a focused media relations programme designed to demonstrate the key attributes of the bra.
Wonderbra is a mass-market brand, with a core target market of 18-25 year old women.
The campaign set out to target this audience via coverage in relevant national, consumer, online and broadcast media.
The centrepiece of the activity was a photocall with 100 girls, each wearing the Multiplunge in one of 100 different ways, on the steps of the National Gallery in London.
Of the girls, a handful were professional models, the rest were Wonderbra fans invited to participate in the stunt who then initiated positive word of mouth around the product.
The photocall activity was supported with feature angles sold in to media, positioning the Multiplunge as the only bra a girl needs for the Christmas party dress season.
More than 60 pieces of broadcast, print and online coverage to date including:
Daily Mail x 2 (1 centre page spread)
Daily Express x 2
Daily Star x 2 (1 centre page spread)
The Sun x 4
Sunday Mirror, Celebs On Sunday
Metro London and all regional variants
The London Paper
In The Know magazine x 2 (1 double page spread)
Zoo (full page)
BBC Radio Wales
Peterborough Evening Telegraph
Daily Mail online
Reuters UK online
This Morning online
La Repubblica front page
The New Paper, Singapore
Coverage to date has delivered an equivalent advertising value of £323,884 with 39,777,483 opportunities to see. More than 90 per cent of the coverage included the ‘100 ways to wear’ message.
The launch of Multiplunge has been Wonderbra’s most successful launch since the introduction of ‘variable cleavage’ more than six years ago.
Widespread awareness of Multiplunge was indicated with comment on the phenomenon by columnists, such as Jane Moore in The Sun and Eamonn Holmes in The People.
In the days after the photocall (mid November) most retailers had sold out of their allocated stock until January. Online retailers reported selling out of stock in hours.
A leading department store reported sales of Multiplunge outselling other Wonderbra product by seven to one.
The company's sales staff fed back that customers had been coming into stores carrying copies of the Daily Mail article and asking for the Multiplunge.
Off the back of the success of the launch, trade orders for new colour variants of Multiplunge (white and skin due on sale this Spring) have been high.
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