MY BEAUTIFUL WOMAN

Short List
TitleMY BEAUTIFUL WOMAN
BrandTHAI WACOAL
Product / ServiceWACOAL
CategoryA02. Non-Fiction: series or film
EntrantCJ WORX Bangkok, THAILAND
Entrant Company CJ WORX Bangkok, THAILAND
Contributing Company CJ WORX Bangkok, THAILAND
Media Agency SPORE Bangkok, THAILAND
Production Company SUPERFINE FILM CO Bangkok, THAILAND

Credits

Name Company Position
Saharath Sawadatikom CJ WORX CO./LTD. Chief Creative Officer
Jinn Powprapai CJ WORX CO./LTD. Managing Director
Chawana Praesrisakul CJ WORX CO./LTD. General Manager
Saharath Sawadatikom CJ WORX CO./LTD. Art Director
Chutima Sriaranyakul CJ WORX CO./LTD. Art Director
Pathrawee Homkanjan CJ WORX CO./LTD. Art Director
Kritkhanin Sornchan CJ WORX CO./LTD. Copywriter
Pinyada Pinpetch CJ WORX CO./LTD. Project Manager
Nabhag Suksuwanon CJ WORX CO./LTD. Account Director
Chadakarn Nampradit CJ WORX CO./LTD. Account Executive
Achara Kamolpechara CJ WORX CO./LTD. Digital Strategic Planning Manager
Sutida Tahsai CJ WORX CO./LTD. Digital Strategic Planner
Sarawut Nanongkai CJ WORX CO./LTD. Web Programmer

The Campaign

Female showing-off too much skin can be offensive in Thai Culture. So, Wacoal wants to create a coporate brand campaign to build emotional connection with the target. Without a huge media budget for a coporate brand campaign in consumer media, viral content marketing combined with social media was the best way to engage the target.

Results

PROBLEM: Being beautiful is important for women. Thai’s perception of women’s beauty is skinny, fair skin & perfect face. And the effort of being beautiful among Thai women had become a serious social problem. Wacoal is the brand which stands for every step of womanhood. We are here for all women since pre-teen stage, teenage, growing up or becoming a mother. So, Wacoal wants to change the perception of women’s beauty. SOLUTION: We believe that beautiful woman is not defined by physical attributes, but real beauty is from the soul inside. Wacoal created “My Beautiful Woman” based on true story online films about three generations of women. “The Secret of Jane”: a teenage single mother who had to study and take care of her adopted daughter without caring any rumors. “Decision of Mother”: during her pregnancy, a mother found she had cancer. She chose to keep her unborn child without going under chemotherapy. “The Last Resignment”: a working woman sacrificed her job to take care of the orphanage. The campaign also inspires people to share the picture of their loved one on social media using #mybeautifulwoman.

To deliver the message "Wacoal believes that real beauty is from the soul inside", we created “My Beautiful Woman” based on true story online films about three generations of women. Viral content marketing combined with social media was the best way to engage the target.

RESULTS: • “My Beautiful Woman” hits 5 millions views in one week. (both youtube and Facebook upload) • Featured on all the global news platforms. • Got thousands of positive conversations worldwide. • It was shared across the social network. • Mentioned and reposted by many celebrities and online media publications. • #mybeautifulwoman got 21.2 million total engagements. • Total views are 11.3 millions, and people still share the campaign. • Wacoal brings out the conversation about the real beauty of women again.