Wonderbra has kicked off a social media campaign featuring ITV’s The Only Way Is Essex star Lydia Bright.  

The underwear brand teamed with creative agency Iris to target 18-25-year-olds by encouraging them to enter an online competition to win style consultations from the star of the ITV show.

The campaign will also feature bespoke Facebook content, such as online interviews and product demos from Bright, who is the company’s latest brand ambassador.

It is also set to feature images of a recent experiential event in London where bungee jumpers plunged in front of projections of model Adrian Cernanova (pictured), seeded on Facebook.

Julia Nolan, Wonderbra’s UK marketing director, said the social media element was crucial to “create buzz and engagement” for the campaign, which will also feature above-the-line executions.

Nick Porter, managing partner of Iris PR, said, “There is a social pressure for this audience to look good and be constantly updating their image, yet our insight showed many don’t experiment with a new look as they don’t always feel confident to wear it. Our campaign motivates this audience through their preferred medium, digital, and inspires them to be braver with their look.”