Full cup lingerie brand Curvy Kate aims to target four million consumers with the launch of its fourth annual Star in a Bra competition.
The competition searches the UK for a D+ naturally curvy woman, to become the face and body of the brand and win an international modelling contract.
Over the past 3 years, Curvy Kate has built a portfolio of real women who model for the brand, promoting the ‘feel good figure’ philosophy.
For this year’s competition, Curvy Kate is increasing its advertising exposure, retailer promotions and producing a custom made application for Facebook, with added viral features.
With a social presence increase, the brand claims that it is set to generate the highest engagement in its history – aided by the support of retail giants such as Debenhams and Very.co.uk.
The company has ambitious growth plans for the Star in a Bra competition and is currently looking at other destinations to launch the competition. The brand is now sold in 17 countries worldwide and is targeting other overseas markets for 2012.