Wonderbra has today unveiled its new UK website which has been created by iris.
The new site boasts a range of rich media features and social media functions intended to tempt the brand's target 18-30 audience to buy online or in-store.
Visitors can watch product demos, 'like' products in a similar fashion to Facebook and easily share the site's content with friends on their social networks.
Martina Alexander, marketing manager at Wonderbra UK, said: "Wonderbra has a really active online audience so we wanted to tap into this.
"We want to make the most of every conversation with our target audience, with the view to building a closer relationship with our consumers whilst also converting traffic to sales."
Wonderbra tasked iris with "redefining its digital marketing strategy" last year and the new website will act as a hub for all the brand's online and social media activity in the UK.
Pete Armstrong, creative director of iris's Manchester office, said: "Everything from the tone of voice and imagery, to the interactivity and opportunities for engagement on the site has been developed to reflect where Wonderbra is now: a social and influential brand that is in touch with its audience.
"This audience are natural brand ambassadors so it’s important to engage them with compelling content that they want to share, and prompt conversations.
"This is all about driving this dialogue with the Wonderbra customer and creating opportunities to offer persuasive content in an on-brand environment that will help drive the all-important purchase.”
Wonderbra has worked with iris in the UK since 2005.