Call Her Name

Background

In Japan, when women get married and have children, about 70% of those people were no longer called by their first name by their partners, but rather as "Mommy" or "Mom" as their children callel them. (Based on marital research) This was a unique tradition found in Japan amongst married couples with children. "Every woman has the instinct to be beautiful." From the belief in this philosophy, the cosmetic brand, "Red B.A" challenged to evoke the inner instinct of beauty that was embedded within each and every woman but somehow hidden through the common practices of being a housewife.

Idea

An experiment was conducted on mothers whose partners no longer call them by their first name to once again be called by their name. The experiment was conducted on 19 mothers to see the changes in the level of hormones within their body before and after being called by their first names. (Based on saliva test results) The results led them to understand that there was a 15.9% increase in the level of oxytocin, "the beauty hormone". It showed scientific proof that women could become beautiful by being called by their first names. This small discovery immediately spread across Japan causing debates to break out throughout the country, including debates on the whole concept of marriage.

Results

It generated 10 million dollars worth of media publicity including this research presentation. ·5,440% increase across 10 days in the daily rate of tweets about the brand. · An increase of 27% in the brand's reputational rating. · A 144% boost in sales. · The results of the experiment were officially announced in an academic conference and the discovery became a scientific fact.