• by Larissa Faw , May 4, 2015

To celebrate its 30th anniversary, women’s lingerie retailer Wacoal and digital agency HelloWorld are launching the "30 Years of Beauty Giveaway" to give away 30 bras a week, showcasing a different bra each month.

In total, from March 2 to December 31, the campaign will distribute 1,290 bras in 10 months totaling $62,000.

This is Wacoal's first national sweepstakes and is designed to reach more college-educated, upscale women. In addition to online ads and social media outreach, an app integration enables entrants who download the Wacoal app to automatically enter into the sweepstakes. 

Fashion personality Zanna Roberts Rassi, the senior fashion editor of Marie Claire, an E! News correspondent and Project Runway All Stars Mentor, serves as the face of the promotion.

Rassi will be hosting the “Bra of the Month” video series throughout the campaign and promotes the initiative across her social media footprint.

HelloWorld tapped Rassi because of her large media footprint, spanning TV, print and digital, as well as "her reputation as a fashion authority and because of her natural talents at communicating fashion advice," the agency said.

Wacoal is aligning with 10-15 retailers, including Macy's and Nordstorm, to support this promotion on their respective social channels. Thus far, retailer support has been underwhelming, say agency executives who hope that their interest will increase in the coming months. 

This is Wacoal's first program with HelloWorld. Japan-based Wacoal Holdings operates 56 subsidiaries and 10 affiliates and is principally engaged in the manufacturing and wholesale distribution of women's intimate apparel. Wacoal lines are sold in upscale U.S. retail department stores, including Bloomingdale's, Dillard's, Lord & Taylor, Neiman Marcus, Nordstrom and Saks Fifth Avenue.