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Lingerie brand Freya have been awarded Marketing Campaign of the Year by the UK Lingerie Awards. Freya launched their 365 days of Deco campaign in January to celebrate their iconic Deco bra which is stylish and versatile enough to support underneath any outfit.
Since its debut in 2009, the Freya Deco collection has become one of Freya’s bestselling and most popular collections. Providing a unique smooth and seam free moulded cup, Deco gives amazing shape, lift and fantastic cleavage. The collection offers great size versatility especially for the fuller busted customer, from a 28 to 38 back, B to GG cup.
Over the years, Freya’s Deco collection has provided fans with a basic and essential everyday bra option selling over 300, 000, but in recent years the Deco collection has expanded hugely, taking leaps forward in its array of fashion forward colours, prints and finishing touches, cup sizes and styles. The introduction of the Deco strapless, Deco soft cup, Deco multiway longline and Deco shapewear collection have all led to Deco becoming a go to essential bra collection.
In order to promote 365 days of Deco in January 2013 Freya launched an amazing microsite www.freya365.com. Available in 4 different languages, the Freya Deco microsite sets out to showcase the entirety of the Deco collection, whereby users can flick through the Freya Deco gallery, interact with the styles they like best and learn about new up and coming collections they could try. To create virality, Freya also created 2 amazing seasonal videos, designed for fans to watch in order to see how the Deco collection can work under any outfit, any season, any occasion.
Freya asked their fans to share their favourite looks, showing off how the Deco bra supports their style. Fans were asked to upload an image of the outfit they love to wear their Deco bra with to the Deco Style Wall and by doing so the fans could be in for the chance to win a number of prizes. If the entrants were selected they would then go on to be featured on Deco 365 style wall, one of the quarterly campaign adverts, win a Deco set, the entire Deco collection or an £1000 shopping spree with a stylist. Freya received an overwhelming number of entries with fans from Toyoko, Australia,USA and Canada.
Freya also supported the campaign with a series of amazing Deco press adverts which featured in Glamour, Marie Claire, Stylist and Grazia – reaching a circulation of over 1,002,468. Online adverts also featured on the Mail Online and LOOK.co.uk which supported the campaign further. Freya also launched new social media profiles on Pinterest and Instagram to promote the campaign, adding to its existing 35,000 fans on Facebook and nearly 7,000 followers on Twitter. Freya also received fantastic support from lingerie and fashion bloggers all of whom shared their stories about Deco.
To bring the campaign to life, Freya launched a Deco Street Style campaign #4cities4weeks campaign where they took their Deco Style Wall on the road, visiting Manchester, London, Liverpool and Birmingham, capturing the looks of fans from each city as well as capturing a few celebrities along the way. Freya was selected to showcase the Deco collections at London Fashion Week to some of the country’s most fashionable bloggers showing them how Deco could support their outfits. Freya also then took part in Cybher the UK’s largest all female blogging event and during September attended De Montfort University Fresher’s Week to promote the campaign with students.
Ann-Marie Manley, Head of Marketing for Freya said: “We’re absolutely delighted that Freya has been awarded Marketing Campaign of the Year. Winning the award for 365 days of Deco is hugely significant for us, its recognition of the success that the Freya Deco collection has become. We have thoroughly enjoyed running and promoting the campaign, and have loved seeing how the Deco bra supports the style of Freya fans from all over the world!”
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© Eveden 2014
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