| Title | MY BEAUTIFUL WOMAN |
| Brand | THAI WACOAL |
| Product / Service | WACOAL |
| Category | C01. Use of Digital in a PR campaign |
| Entrant | CJ WORX Bangkok, THAILAND |
| Entrant Company | CJ WORX Bangkok, THAILAND |
| Advertising Agency | CJ WORX Bangkok, THAILAND |
| Media Agency | SPORE Bangkok, THAILAND |
| Production Company | SUPERFINE FILM CO Bangkok, THAILAND |
| 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 |
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. Wacoal wants to change the perception of women’s beauty. To engage the target, viral content marketing combined with social media was the best way. So, Wacoal created “My Beautiful Woman” based on true story online films about three generations of women. The campaign also inspires people to share the picture of their loved one on social media using #mybeautifulwoman. "My Beautiful Woman" achieved 11.3 million total views, and people still share the campaign. Wacoal brings out the conversation about the real beauty of women again.
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. We believe that beautiful woman is not defined by physical attributes, but real beauty is from the soul inside.
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.
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.
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.
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.