Campaign Decoded- Wacoal India rides on CGI to emphasise on breast cancer

Campaign Decoded: Wacoal India rides on CGI to emphasise on breast cancer

Constant communication is a must for the survival of any brand. Hence, this is also a reason why companies invest millions of dollars in creating the right brand tonality backed by a marketing strategy which helps to remain in the minds of consumers. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Pooja Merani, chief operating officer, Wacoal India talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited excerpts)Continue reading this story with Financial Express premium subscriptionSubscribe NowAlready a subscriber? Sign in View this post on Instagram

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The objective of our campaign was to illuminate the critical facets of early detection, diagnosis and treatment of breast cancer in the context of India. At its core, the initiative aimed to empower and educate women on the importance of regular self-examinations, mammograms and diagnostic tests.

A focal point of our strategy was to encourage engagement through the promotion of routine breast self-exams. To facilitate this, we introduced the #WacoalKnowsBreast three-finger pose, a simple yet impactful representation of the ease with which one can conduct a self-test in just three uncomplicated steps.

Beyond the educational aspect, our campaign sought to cement Wacoal as a steadfast ally in the collective fight against breast cancer. By aligning our brand with the cause, we aimed to convey a message of support, advocacy and shared commitment to the well-being of our community.

Which agency conceptualised the ad? Why did you choose them?

The CGI (computer-generated imagery) campaign is conceptualised by SoCheers.

We have been working with them for the last two years and our decision to partner with them is because of a history of successful collaboration and their consistent prowess in managing our digital footprints.

How do you intend to influence consumers with this campaign? What was the budget for the campaign?

The #WacoalKnowsBreast campaign, marking its second year, aimed to influence consumers by fostering widespread awareness and proactive measures against breast cancer. Incorporating a video element elevates the narrative, seeking to emotionally resonate with viewers and deepen understanding of breast health.

The strategic continuity in budget allocation from the previous year underscores a commitment to maintaining consistent visibility and impact, ensuring the campaign builds upon the momentum generated by its past success. Though specific budget details are not disclosed, the approach emphasises the brand’s dedication to fostering lasting awareness and positive action.

Which mediums will you advertise on and why?

As of now, the campaign will feature on Instagram, Facebook and Twitter. These platforms were selected for their engagement rates, crucial for maximising the campaign’s effectiveness. Leveraging Instagram’s visual appeal, Facebook’s extensive reach and targeted advertising capabilities, and Twitter’s real-time conversations, we aim not only to reach but also captivate a diverse and expansive audience.

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