MY BEAUTIFUL WOMAN

TitleMY BEAUTIFUL WOMAN
BrandI.C.C. INTERNATIONAL PUBLIC CO.
Product / ServiceTHAI WACOAL
CategoryA01. Creative Effectiveness
EntrantCJ WORX Bangkok, THAILAND
Entrant Company CJ WORX Bangkok, THAILAND
Advertising Agency CJ WORX Bangkok, THAILAND

Credits

Name Company Position
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
Jinn Powprapai CJ WORX CO./LTD. General Director
Chawana Praesrisakul CJ WORX CO./LTD. General Manager
Chadakarn Nampradit CJ WORX CO./LTD. Account Executive
Sarawut Nanongkai CJ WORX CO./LTD. Web Programmer
Pinyada Pinpetch CJ WORX CO./LTD. Project Manager

Brief Explanation

Females showing-off too much skin can be offensive in Thai culture. So, Wacoal wants to create a corporate brand campaign to build emotional connection with the target. Without a huge media budget for a corporate brand campaign in consumer media, viral content marketing combined with social media was the best way to engage the target. 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 an innerwear brand which stands for every step of womanhood. We are here for all women from the pre-teen stage, teenage, adult and becoming a mother. So, Wacoal wants to change the perception of women’s beauty. Being beautiful is important for women. We believe that a beautiful woman is not defined by physical attributes, but real beauty is from the soul inside. To deliver the message, viral content marketing combined with social media was the best way to engage the target. 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 raised her adopted daughter without caring about any rumors. “Decision of Mother”: a pregnant woman rejected cancer treatments to save her child. “The Last Resignment”: a working woman who 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. 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 million, and people still share the campaign. - Wacoal brings out the conversation about the real beauty of women again. - Wacoal has become No.1 for “women’s beauty” brand image, and accounts for 19% of women’s brand market share.