The Campaign

A. We have given women’s breasts a new and fun measurement which has never been seen before. B. In the form of experiment, we make Taiwanese Women see that the irregularity of breasts shaking is beyond their imagination. Therefore, they need Wacoal Sports to provide them complete protection when exercise.

Creative Execution

?Implementation? We try to attract attention by using men with small animals with most simple background to emphasize “experiment content”. ?Timeline? Place the ad on YouTube for only one day with limited media budget. (It includes all the posts, sharing, and even reports on Facebook, Weibo and etc. These are all organic views. ) ?Placement? YouTube Taiwan ?Scale? Even facing major European and American opponent, Taiwan Wacoal still run the campaign with extremely low budget. Therefore, we let gave it a shot and post the ad on YouTube Taiwan for only one day. We believe that as long as TA could see it, there’s a chance to generate topics and sharing.

?Reach? With “ZERO” Facebook budget, there were 1.6 million viewer in 24 hours. In less than one week, it has generated 5 million views. It means one out four people has seen the video. Meanwhile, it even generated 8.2 million views after being posted on Weibo with zero budget and spread to more than 20 countries. ?Engagement? It has become the most shared and commented ad of all time for Wacoal. Netizens not only tag and ask each other: “What are on your breast?” and they even came out with different ideas for the animals. ?Sales? Even with recession in Taiwan, Wacoal sports, comparing with same time last year, percentage of consumer asking about the product raised 175% and sales increased 14%. ?Achievement against business targets? A Regained young women’s attention. B Even facing major sports brands, Wacoal sports has still become the most focused sports bra brand.

A We position Wacoal Sports as “the sports bra which knows breasts the best” and turn the disadvantage of “only lingerie” into advantage. With this chance, we try to twist the cognition of “only choosing sports brands”, not lingerie brands when choosing sports bra. Since there are no muscles in breasts, if we want to protect breasts completely, only the professionals which know the breasts the best could pull it off. B Wacoal doesn’t have resources like major sports brands, such as Nike, Adidas, and UA. Therefore, we put all the resources into Internet operation. We use the idea that girls in Taiwan are fond of Japanese products and ads, so we made it looks like a Japanese ad on purpose. It not only segments Wacoal from all brands on the market, but also attracts their attention. It makes them enjoy sharing the ad, which they think is Japanese.