In today's fashion landscape, where "braless" and covering nipples are major trends, traditional bra companies are falling into competition not for style but for comfort. ‘Sabina’, the renowned Thai lingerie brand with over 30 years of expertise, strategically launches its innovative comfort product line, ‘Sabina Braless’. Integrating cultural relevance and effective storytelling, Sabina cleverly incorporates the Thai root "Sabai," meaning comfortable, into its marketing, creating a strong connection with consumers. The film, featuring the presenter 'Baifern Pimchanok', a beloved Thai celebrity, leads the campaign 'Make Your Breast Comfortable’.

‘Make Your Breast Comfortable’ campaign not just a film, it's a hilarious journey blending star power with Thai humor in an unprecedented way. Breaking from traditional lingerie ads, it features Baifern, a top Thai celebrity with over 12 million followers known for her beauty, but this time in a comedic role. We've redefined family gatherings in the story to resonate with the new generation.

‘Sabina Braless: A Hilarious Ending That Keeps Audiences Glued Until the End.

In the social film 'Sabina Braless,' comedic chaos unfolds with three plot twists, showcasing three functions of the product. The story begins with a typical Asian family dinner gathering, where Baifern's boyfriend introduces her to his family for the first time. Conversations quickly turn awkward and uncomfortable. In the midst of the tension, Baifern boldly reveals her Sabina Braless, setting off a chain reaction of hilarity as each family member joins in, showing their

The strategy for the "Make Your Breast Comfortable" campaign capitalizes on consumer buying behavior on social media, where women are more inclined to make purchases. Recognizing this trend, we launched a social film seamlessly integrating key product features into the story. Surprisingly, despite the opportunity to shop online during the film, most viewers watch it until the end, indicating high engagement and interest in the content. By strategically aligning with social media consumption habits and creating compelling content, we aim to capture the attention of our target audience and drive product love and sales.

The execution of the "Make Your Breast Comfortable" campaign involved strategic placement on various social media platforms, including tailored adaptations for platforms like TikTok, where viewers could engage in Duet features with the celebrity. The campaign spanned a two-month period, allowing for both initial reach and retargeting efforts. The hilarious and unstoppable social film achieved widespread exposure among audiences, delivering key product benefits seamlessly and guiding viewers towards making a purchase.

​​The campaign had a significant impact, reaching over 13 million people in its first week and ranking number one with a 64% industry share of voice and interactions within five days. It also claimed the top spot for brand engagement on social media within just one week. The viral success of the Grandma's scene showcased strong viewer retention, with an impressive 41% video completion rate, exceeding industry standards by 220%. Audience interaction remained high, with a 92% interaction rate and overwhelmingly positive sentiment. Additionally, there was a notable 26% increase in live e-commerce. Viewer requests for translations into various languages further highlighted the campaign's global appeal and effectiveness in achieving its objectives.