WOW GIRLS' LAB

Short List
TitleWOW GIRLS' LAB
ClientTAIWAN WACOAL
Product / ServiceWACOAL SPORTS
CategoryD01. Social Video
EntrantX-LINE CO. LTD Taipei, CHINESE TAIPEI
Idea Creation X-LINE CO. LTD Taipei, CHINESE TAIPEI
Production ZEN PRODUCTION COMPANY Taipei, CHINESE TAIPEI

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. Twist the cognition of “lingerie brand” into an advantage of “the sports bra that knows breasts the best” to give women a whole new standard when choosing sports bra. B. Facing rich sports brand, we decided to put all but little budget into Internet operation. We use the idea that Taiwanese females are fond of Japanese products and ads, so we made it looks like a Japanese ad on purpose. It not only Re-implant brand’s Japanese DNA. Furthermore, we used what was left for the media budget on YouTube* to play the ad for one day to make women see and share it on the Facebook. By that, it has been spread and discussed again. * According to Taiwan FIND’s data, YouTube is the first choice for females watching videos and searching information. Over 60% of them would post to Facebook when they see fun videos.

Credits

Name Company Position
Mark Chang X-Line Co., Ltd. (dentsu) Executive Vice President
Alex Hsu X-Line Co., Ltd. (dentsu) Agency Account Director
Eric Kuo X-Line Co., Ltd. (dentsu) Agency Account Manager
Jerry Liu X-Line Co., Ltd. (dentsu) Creative Director
Chen Yi-Ling X-Line Co., Ltd. (dentsu) Creative Director
Tomas Wang X-Line Co., Ltd. (dentsu) Copywriter
Allison Tsai X-Line Co., Ltd. (dentsu) Art Director
Wang Xiao-hao X-Line Co., Ltd. (dentsu) Executive Agency Producer
Links
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