|Title||CALL HER NAME|
|Product / Service||RED B.A|
|Category||A02. Non-Fiction: series or film|
|Entrant||HAKUHODO Tokyo, JAPAN|
|Entrant Company||HAKUHODO Tokyo, JAPAN|
|Contributing Company||HAKUHODO Tokyo, JAPAN|
|PR Agency||CYBERCASTING & PR (CCPR) Tokyo, JAPAN|
|Production Company||TOKYO Tokyo, JAPAN|
|Shota Hatanaka||Hakuhodo||Creative Director|
|Taiga Matsuguma||Hakuhodo||Art Director|
|Toshiyuki Takei||Tokyo/Taiyokikaku Co./Ltd.||Producer|
|Kazuma Kitada||Tokyo/Taiyokikaku Co./Ltd.||Director|
|Makoto Takahashi||Tokyo/Taiyokikaku Co./Ltd.||Production Manager|
|Yuri Ebina||Taiyokikaku Co./Ltd.||Production Manager|
|Rintaro Kozasa||Tokyo/Taiyokikaku Co./Ltd.||Production Manager|
|Tomoya Tajima||Taiyokikaku Co./Ltd.||Production Manager|
|Michinari Maeda||Taiyokikaku Co./Ltd.||Editor|
|Yositaka Matsuura||Hakuhodo||Strategic planner|
In recent years, there have been frequently occurring health hazards to the skin from the use of cosmetics, which has raised concern over the trust in cosmetic products. Therefore while distrust to the cosmetics industry was rising, each company sought to improve the reliability of their brand by various branding campaigns. Therefore we introduced the element of "science" into this branded activity to further increase reliability of the brand.
In Japan, when women get married and have children, about 70% of those women are no longer called by their first name by their partners, but rather as “Mommy” or “Mom” as their children call them. (Based on marital research) This is a unique tradition found here in Japan amongst married couples with children. With the belief of “Every woman has the instinct to be beautiful”, cosmetics brand RED B.A felt that a target’s “instinct to be beautiful” is kept dormant due to the unique custom of Japanese marriage. Therefore to prove that women had this “instinct to be beautiful” we conducted a scientific experiment on mothers whose partners no longer call them by their first name to once again be called by their name. The experiment was conducted on 19 mothers to see the changes in the level of hormones within their body before and after being called by their first names. (Based on saliva test results) The results led us to understand that there was a 15.9% increase in the level of oxytocin, “the beauty hormone”. It showed scientific proof that women could become beautiful by being called by their first names. Additionally, the laboratory officially announced the results of the experiment in an academic conference. The small discovery found by the cosmetics company now became a scientific fact. This branded content campaign led to the debate of a rethinking the concept of marriage itself and became a social activity involving the whole national.
We were able to engage a large number of the targeted audience, in this case the 70% of Japanese housewives that fit into this Japanese marital custom, by causing debate through the use of a scientific experiment as the branded content. This discovery spread across Japan and made headline news throughout various media generating a debate about the whole concept of marriage in Japan.
Focusing on the custom of married Japanese women not being called by their first names, this branded content actually scientifically proved that women could become beautiful through such a small trigger. This discovery led to the debate of rethinking the concept of marriage itself and became a social activity involving the whole nation. Detailed results are as follows. ・ It had generated 10 million dollars worth of media publicity including the research presentation. ・5,440% increase across 10 days in the daily rate of tweets about the brand. ・ An increase of 27% in the brand’s reputational rating. ・ A 144% boost in sales. ・ The results of the experiment was officially announced in an academic conference and the discovery became a scientific fact.
In Japan, when women get married and have children, about 70% of those people are no longer called by their first name by their partners, but rather as “Mommy” or “Mom” as their children call them. (Based on marital research) This is a unique tradition found here in Japan amongst married couples with children. RED B.A is a cosmetic brand with the brand philosophy that “Every woman has the instinct to be beautiful.” We came up with a hypothetical question with regards to women who are not called by their first names, that their “instinct to become beautiful” has been kept dormant. Call Her Name is a branded content campaign focusing on this unique custom between couples in Japanese marriage and scientifically proves RED B.A’s philosophy that, “Every woman has the instinct to be beautiful.”