| Titulo | Choices for a Mother |
| Agência | CJ/Worx |
| Campanha | My Beautiful Women |
| Anunciante | Wacoal Corp. |
| Marca | Wacoal |
| Data da primeira Transmissão/Publicação | 2014 / 2 |
| Sector Empresarial | Lingerie, roupa íntima e pijamas |
| Legenda | Wacoal believes that all women were created to be beautiful. Beauty inside. |
| História | First webisode, “Choices for a Mother”- a story that meant to portray “a beauty” that lies in every women. A lady found a cancer during a pregnancy. She has to choose between chemotherapy and a child’s well-being. This webisode came first to affirm Wocoal as a brand for every women. |
| Filosofia | Wacoal requested digital campaign to support their new brand essence which is “Beauty Inside”. Getting along with ATL media, Wacoal wanted digital to help more engaged and portray more about brand emotional which could bring “Beauty inside” into consumers’ heart. Moreover, they wanted digital to help rejuvenate brand since the brand is currently perceived as “brand for my mother”. |
| Problema | Having “beauty inside” as a key message, when implementing digitally, we narrowed down the message to be more impactful and easy to engage through digital. Therefore, we came up with the big idea “we believed that every woman is beautiful” to implement through digital world. When it comes to emotionally connect with consumers, story telling is the best vehicle. We selected “webisodes” to be our execution and we also did some research to find the “based on true story” that could happen in women’s lives. Since we wanted to target wide range of women, from young adult to mothers, we selected 3 ranges of women which are a university student, a working woman, and a modern mom. After some researching over the internet, we found so many stories to be selected. Then, we finally we came up with the stories that could attack women’s hearts most. |
| Resultado | Christianpost.com, a newspaper for Christian communities, presented Jane’s Secret webisode as an example of good doing. The article said, “The video is seven minutes long, but I just can't spoil it for you. It's a stunning example of selflessness that clearly echoes themes in the Bible – all in a lingerie ad. SHARE it!” As a result, the article was shared over 36,000 times. In the 4th week, the number of views hit 1.3 million when 9GAG TV broadcasted our story in their social cam. Then US Today published our story. There are many more free media posted by key influencers and super star both local and international namely. Damn.com, a huge US video hub, posted the story on the website with a title, “This Video "My Beautiful Woman" Will Touch Your Heart Like Never Before. Must Watch”. The post was shared over 909,728 times on Facebook. Zooey Deschanel also posted Jane’s Secret webisode on her Facebook Fanpage of 4.3 million fans. |
| Tipo de Mídia | Viral |
| Comprimento | |
| Mais Informações | www.mybeautifulwoman.org |
| Managing Diretor | Saharath Sawadatikom |
| Diretor de Planejamento Estratégico | Chawana Praesrisakul |
| Director assistente criativo | Chutima Sriaranyakul |
| Redator | Kritkhanin Sornchan |
| Project Manager | Pinyada Pinpetch |
| Director de contas | Nabhag Suksuwanon |
| Executivo de contas | Chadakarn Nampradit |
| Planejador de Mídia | Mongkol Damrongsukniwat |
| Planeador estratégico | Achara Kamolpechara |
| Managing Partner | Jinn Powprapai |
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