The Campaign

The social norm makes women believe that cup size is a big deal. Women with big cup size are more attractive and confident. The flat-chested women would somehow need to take extra steps to compensate for their shortcoming. When a woman’s cup size becomes more important than who she really is, no woman can actually be happy. We believe that it is time to disrupt the social and category norm. No lingerie brands in Hong Kong have created a REAL conversation with their consumers before, but Satami wants to understand how women actually feel about their cup size, because every woman should be happy, comfortable and confident about her breasts, no matter what age and stage of life she is in. Therefore, we created a campaign called “Perfect In Your Way”.

Creative Execution

Stage 1: Creating the content Agency recruited around 60 women. They are NOT professional models or actresses. We interviewed them one-by-one with a questionnaire, to reveal their current cup size and their desired cup size. We also asked them to share their feelings about their breasts, which they never shared with anyone before. Stage 2: Going Viral The “Perfect In Your Way” viral video was posted on Satami’s page and youtube, viewers can comment and tag friends to join the conversation. Stage 3: Spreading out through KOLs Several KOLs are interviewed to share thoughts on “Perfect In Your Way”. Stage 4: Hash tag for charity We created a social game, everyone can express their attitude on what “their prefect self” is. Furthermore, hash tag #PerfectInYourWay and #Satami, Satami will donate $1 to YWCA. A PR event is also held to amplify the theme.

The video went viral on Facebook social media and other digital channels. Many women like the viral and the video generated many comments and feedbacks. More women are willing to talk about the way they feel about their cup size, a phenomenon seldom seen in the Hong Kong society. Brand awareness was heightened, revealed through business result: Without any price promotion or new product launch, sales has increased 18% in December 2015 within a month. 1,185,215 Video views on facebook; 61,650 Website clicks on facebook; 25,758 Post likes; 3,526 Post shares; 290 comments in total on the facebook posts of the viral video.

In Hong Kong’s culture, a woman’s breast size is always a sensitive topic. Women is not willing to talk about their own figures publicly, but when it comes to other girls’ body figures, people just love to jump in and discuss. Satami, a Hong Kong lingerie brand, launched the “Perfect in Your Way” campaign leveraging on this social culture. Through an intimate conversation with real women, we created a phenomenon about “what is an ideal cup size”, the society is eager to follow and engage in the topic, and finally receive our message comprehensively.

Hong Kong woman is sociable, expressive and confident to tell you how she feels. Her presence on social media is important to her. This is where she can explore and share new experience and identify with values that are important in her life. Since the “Perfect In Your Way” campaign is all about engaging women and gets them to think and talk about their cup size within 5 weeks, agency decided that digital channel is the way to go. This is the channel where our target spends a lot of time on exploring and sharing. Satami is able to reach its target directly, heighten brand awareness by engaging them in interesting content.