Wacoal - "Jane’s secret"

CJ/Worx

CJ/Worx Bangkok, Tailândia

6143

Esse anúncio faz parte da Coleção ACT Responsible

Marca: Wacoal
País: Tailândia

Anunciante: Wacoal Corp.

Titulo	Jane’s secret
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	The final webisode is the most famous one. It gained over a million views on YouTube and shared all over the world. “Jane’s secret” is a story of a teen mom who went through a society that judging and devalue her real beauty. This webisode touched viewers’ hearts with an unexpected, yet powerful, ending. It sends a message to the new generation that the beauty shines even though nobody sees it. Even though you are young, you can make the great things to others. These three webisodes have one thing in common. It’s the self-sacrifice that lies in every woman. It’s the most beautiful thing about human.
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	437 seconds
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