Wacoal was looking for a digital campaign to support its new brand promise of 'Beauty inside', which would work alongside above-the-line media to engage consumers. Rather than go sexy or humorous, which the brand did in a previous viral campaign for its push-up bra, Wacoal wanted to connect emotionally with its consumers. Plus, the brand needed a brand rejuvenation, as it is currently perceived as a 'mother's brand'.
To emotionally connect Wacoal to Thailand's younger generation of women, making them feel the brand belongs to them and not just their mothers.
The agency decided that for impact, the 'Beauty inside' message would have be simple yet powerful.
"So we came up with the big idea, that we believe every woman is beautiful," said Jinn Powprapai, MD and partner at CJ/Worx. "When it comes to emotionally connecting with consumers, storytelling is the best vehicle. We selected 'webisodes' to be our execution and we also did some research to find the 'based on a true story' that could happen in women’s lives."
As the agency wanted to target a wide range of women, the three stories featured a university student, a working woman and a modern mom. Based on research, the agency selected the three stories it thought would go straight to the heart.
In the first webisode, “Choices for a Mother", the story was meant to portray a beauty that lies in every woman. It involves a woman who learns she has cancer during a pregnancy and has to choose between chemotherapy and her baby's well-being.
The story gets younger in the second webisode, 'My Missing Colleague', which tells the story of a working woman with a mysterious personal life who leaves the office one day and never returns.
This episode, explained Powprapai, targeted women who are frequently forced to choose between work and family.
The final episode, "Jane's Secret" (above), was the one that took the entire campaign viral. In it, a teenage mom lives each day under a cloud of judgement and gossip, preferring to endure this rather than hurt the feelings of the little girl who calls her 'mom'.
"This webisode touched viewers’ hearts with an unexpected, yet powerful, ending," said Saharath Sawadatikom, co-MD, creative and partner at CJ/Worx. "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."
The webisodes appeared on YouTube and on a microsite, which also collected real stories of beautiful women submitted from across Thailand.
By the fourth week, the number of views hit 1.3 million, after 9GAG TV posted the video on its site. The campaign then became a global phenomenon when USA Today wrote about it, leading to other media sites covering the campaign and actress Zooey Deschanel sharing 'Jane's Secret' on her Facebook Fanpage, which boasts 4.3 million followers.
MD & Partner: Jinn Powprapai
Co-MD creative & parter: Saharath Sawadatikom
GM & digital strategic planning director: Chawana Praesrisakul
Associate creative director: Chutima Sriaranyakul
Copywriter: Kritkhanin Sornchan
Project manager: Pinyada Pinpetch
Account director: Nabhag Suksuwanon
Senior account executive: Chadakarn Nampradit
Senior digital media planner: Mongkol Damrongsukniwat
Digital strategic planner: Achara Kamolpechara