The agency has created a microsite which features videos of women testing out the bra using various movements to really challenge it as well as an ongoing diary and a dedicated feedback section where users can discuss experiences.

The promotional campaign will also feature online, social media, PR and retail elements.
Iris was tasked with redefining the digital marketing strategy for the campaign, which included growing its customer database and creating the microsite.

Video content for the microsite was shot by Hungry Man's David Boni using Redcam, with stills through Moretti Agency, while post-production was handled by Manchester's 422.

The campaign will also aim to connect with consumers through social media activity on sites such as Facebook and Twitter as part of a wider online content strategy.