Plus-size lingerie brand Curvy Kate has crowned its latest “Star in a Bra”, which sees a member of the public become the face of its advertising.
Lotte Williams, a London student with a 30G figure who works part time in Colchester indie and stockist Boutique 65, won the competition after a public vote.
The competition, which is now in its fifth year, is run via Facebook and a shortlist is whittled down from 700 photo entries to the social networking site.
Curvy Kate, which specialists in lingerie for D to K cups with back sizes up to 44, launched a bespoke app for the first time this year to allow participants to enter the competition via their desktop or mobile device. Once the judges had made their decision, it automatically changed to reveal which girls had made through to the next stage. The app attracted more than 42,000 clicks.
This year’s competition boosted engaged users on Curvy Kate’s Facebook Timeline from 9000 per month to 31,000, meanwhile it encouraged 88,000 people to share their stories about Curvy Kate.
The Star in Bra competition was supported by Figleaves, Shop Direct, Bravissimo and Tesco played, while Debenhams was the main retail sponsor and a judge. Williams’ voting campaign included in store activity, leafleting and she also posed as a mannequin in the Boutique 65 shop window.