Wonderbra
Wonderbra’s iconic Hello Boys campaign, developed by Spook’s friends at JCPR, transformed the marketing landscape and established Wonderbra as a top lingerie brand seemingly overnight.
Objectives
More than a decade on, Wonderbra sought to reinvigorate its iconic status, and they returned to JCPR, now united with Spook, for another cutting edge campaign.
We developed a digital campaign to re-establish an association between ‘glamour’ and Wonderbra with a content-rich, multi-channel communications campaign. Specifically, we worked to build buzz and conversation around the launch of Wonderbra by Dita Von Teese both online and offline.
Tactics
- Produce a bespoke film entitled ‘the Science of Sexy’ to be a focal point for the association with glamour
- Create a microsite to house campaign content and host discussion
- Identify and engage a variety of relevant online communities
- For example: Dita fans, the burlesque community, women bloggers, celebrity bloggers, lingerie bloggers, fashion bloggers, Facebook fan communities and other social networking fan groups
- ‘Drip’ content online to drive continued ‘rolling thunder’ conversation: photos on Flickr, a ‘teeser’ video, the full Science of Sexy film, and updated interactive content on the Microsite
Results
- Nearly 1 million views of the Science of Sexy film
- Front-page coverage on PerezHilton.com with 150,000 views of the film on Perez.tv
- More than 3,000 positive blog posts and conversations on social networks
- 24,000+ impressions on Twitter
- 160,000+ photo views on Flickr
- More than 100 positive stories in offline media including print and broadcast
- Dita’s exclusive line of products for Wonderbra sold out within two weeks of launch
Oh yeah. And did I mention we won a freakin’ Sabre award?!!? If you want double-D results like these contact Spook.
