Triumph launches Magic Wire bra with Twitter search for women's niggles

Triumph, the lingerie company, is launching a product called Magic Wire, backed by a campaign that invites women to share their routine irritations.

Triumph: runs #nigglefix social media camapign
Triumph: runs #nigglefix social media camapign

The push, created by AIS London, uses the hashtag #nigglefix and aims to get to the heart of the problems faced by women in the UK.

The strategy springs from the idea that Magic Wire, which replaces the usual metal wire in a bra with a flexible and more comfortable silicon piece, solves an age-old problem for females.

The campaign will run mainly across social media with an associated microsite that hosts ongoing content, based on the problems or "niggles" women share with the hashtag on Facebook and Twitter. Triumph will then ask the community to suggest solutions.

Anu Menon, the head of marketing UK at Triumph, said: "The launch of the new Magic Wire bra is a true innovation in the lingerie sector – primarily because the product solves a true consumer insight – that most women find underwired bras uncomfortable.

"The objective of the campaign was not only to drive awareness of the Magic Wire, but to drive engagement and create authentic conversations with our audience tapping into a wider insight – that as women we put up with a lot of little niggles, and while Triumph has solved one, we’d like to use the resourcefulness of other women to help solve more."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More