Curvy Kate is a lingerie brand that specializes in larger cup sizes. They wanted to increase brand awareness and engagement during the Christmas period. An agency developed the "12 Days of Christmas" campaign featuring daily prizes and promotions across social media. The campaign was highly successful, generating over 8,500 email opt-ins, growing Curvy Kate's Facebook fans by 48% to over 9,500, and increasing their daily Facebook reach to over 270,000 people. The client was very pleased with the results and looked forward to ongoing social media support.

1.
Curvy Kate
Executive Summary
Company Background
Client:
Curvy Kate launched in 2009 as lingerie
wholesalers who specialise in D-K cups, and
quickly became one of the UK's most
acclaimed fuller bust brands, winning Full
Bust Brand of the Year at the 2011 and 2012
UK Lingerie Awards. One of the biggest
events in their calendar is the annual Star in
a Bra model competition, which sees them Objective:
championing shapely figures by searching • Increase brand awareness
for a curvy, charismatic and confident D+ • Grow engagement with existing
woman with a fuller body and natural bust. fans
• Reach friends of existing fans
Objective • Capture email data for marketing
The main objective was to increase brand
awareness during the peak Christmas Solution: A bespoke Sweepstakes app
period. We also wanted to increase with a Christmas tie-in involving user
engagement with the current community. interactivity, a fangate, email capture,
Capturing email data of potential new sharing facilities, social media ads and
customers was also essential for cross-promotion of partner brands
remarketing purposes.
Approach Key Learnings:
We developed the ’12 Days of Christmas’ Daily reach of 270,000!
campaign for Curvy Kate, a giveaway Reaching friends of fans is achievable
incorporating a variety of other brands to through implementation of Facebook
promote it including very.co.uk, Soap & marketplace ads, cross-social media
Glory, Debenhams, Interflora and more. The channel posts and nodding to partner
campaign involved: brands
Seasonal competitions are a great
• Creative and innovative daily posts way to engage existing and new fans
• Monthly apps and competitions A fangate provides an incentive to
• Community building ‘Like’ the brand on Facebook before
• Partnerships with high street entering the competition
stockists like Debenhams Giving an incentive to ‘Share’ (such as
extra competition entries granted) is a
great way to turn engaged fans into
brand advocates
“Since mycleveragency took on the Curvy Kate social media campaign we have seen
awareness of the brand grow in all areas, in particular our Facebook following grew by
714% in 3 months. We have been impressed with their ideas, strategies and the way they
understood our brand message so clearly. It’s really been a huge success and a turning
point for the brand.”
Hannah Houston, Marketing Co-Manager – Curvy Kate

2.
Promotion
Daily Facebook and Twitter posts
to update fans on that day’s prize
@mentioning featured partner
brands to promote their pages on
both Twitter and Facebook
Cross-wall promotion to expose
CK’s brand to communities of
partner brands
Facebook marketplace ads that
linked directly to the 12 Days of
Christmas tab
Promotion across e-newsletter and
website
Results
8,566 email opt-ins (peak day,
1,034 received) sdgdbfg
Average of 264 new Facebook
‘Likes’ per day, 112 prior to the
Sweepstakes
Increased Facebook fans overall
from 6,446 to 9,563 (48.3%
increase of 3,170)
Constant growth over 12 days and
fans continued to increase post-
Sweepstakes
Number of people ‘Talking About
This’ went up by 483%
Number of users engaged went
from 543 to almost 1,300, 243%
increase in post feedback
Over 26,000 tab views
Curvy Kate’s daily reach (those who’ve seen
content from the Facebook page) reached 270,000
people in total over the 12 days, meaning an
increase of 84.2%.
Next Steps
The campaign ticked all of Curvy Kate’s
requirements but went above and beyond the call
of duty, enabling them to reach even more
potential customers. As full-service
mycleveragency clients, their new fans would go
on to receive top-level engaging posts across all
major social platforms.