Cannes Lions


JCPR, London / DB APPAREL / 2009

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A celebrity, a new bra and a lingerie brand might seem like obvious ingredients for PR success – but turning these into a recipe for genuine, sustained brand engagement and sales is a more considerable challenge.

The Wonderbra by Dita Von Teese, Limited Edition lingerie collection was launched in the UK via an integrated marketing campaign that was unique in that the creative strategy and all tactics were driven and executed entirely by our PR Agency. We re-defined the celebrity endorsement model for the Web 2.0 communications world by creating branded content and social media currency via a brand film seeded to online opinion formers and drip-fed campaign assets to build community on our on-line hub: leveraged the celebrity endorsement of Dita Von Teese to underpin the campaign with targeted, creative media relations that drove cycles of impactful, targeted press coverage and online conversation – to generate anticipation for the collection before it launched, and ‘must have’ desirability when it hit retail.The result was a campaign that restored Wonderbra’s reputation as an entertaining, zeitgeist attuned brand that delivers an un-ignorable media presence and social media impact well beyond the scope of conventional PR campaigns and real stand out in the competitive lingerie sector.


March – July 08: content creationDeveloped the umbrella creative of ‘Wonderbra - The Science of Sexy’ encapsulated in a two minute film to showcase the collection.We produced a 10 second ‘teaser’ trailer and a ‘making of’ film and photo shoot to create a bank of imagery for POS and editorial placementDesigned online hub to house all links to the collateralJune – October 08 campaign executionJun – Sept: ‘Teaser phase’ tactical drip feed of announcement, imagery and trailer to key bloggers and media June: Dita hosted a vintage themed salon to launch the collection to long lead mediaAug: Film premiered - overlaid with full collection reveal Sept: Retail launch via photo call featuring Dita swinging on a giant Wonderbra and broadcast interviewsAug-Sept: Worked with retailers via bespoke competitions, access to Dita for in-store publication/newsletters and distinctive collateral e.g. postcardsAug -0ct: Exclusive media placements, interviews and product placement across key media underpinned everything


• The collection sold out in within a fortnight. A second collection is planned for 09.• 516 pieces of branded coverage delivered an AVE of £8m, OTS: 288,180,175 and 74% of fashion conscious females reached 9.1 times• 3,277 positive blog posts, collection images viewed over 163,500 times on Flickr• ‘The Science of Sexy’ on YouTube was dispersed at least 96 times, giving 806,859 viewings • YouTube film delivered 459,150 viewings; making it the N.1 most viewed entertainment video in the UK. Added posts of the film within Youtube alongside posts of the trailer and the publicity gave at least 160,000 views of additional Wonderbra collateral• Over 156,647 unique visits to our website with dwell-factor of 2.11mins, and 1,047 websites linking to it • The campaign site is now the N.5 listing in Google in a search for “Wonderbra” and the N.8 listing in a search for “Dita Von Teese”.

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