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The University of Tokyo
Saki Iizumi,
Kaori Maruya,
Shoko Ogata
Research
25-35 years old women
•Personal data（age, job, have child or not）
•What is the brand of your pants?
•Why do you choose it?
•What point do you put priority
•When you buy a pair of pants?
•Do you know B-three?
•What image do you have about B-three?
What We Found
Care about
her style
Style Up
Washable
Be dirtied
clothes by
kids
Ride a bike
wearing work
clothes
Stretch & Feel
Comfortable
The target is…
WORKING MOTHERS!!
Research: Statistics
How many working mothers
are there in Japan?
1040
・2 million 25-35 years old
working mothers in H19.
・The number of working
1005
mothers is increasing every year.
988
961
951
951
949
H13
H14
H15
941
H12
H16
H17
H18
H19
Unmet Needs
The target has
• NO MOMENT to call one’s own
• THE DILEMMA between being a
good mother and being herself
Research: Statistics
Working mothers are so busy!!
•
5:00
Getting up and making breakfast
6:30
Wake her family up
7:30
Leave home and send her children to nursery school
9:00
Start the work
60%
working mothers have less
1hour
17:00
than18:00
18:30
Leave the office
free time in a day .
Go home and make supper
Pick up her children
Dinner
• They19:00
really
want time for themselves.
20:00
Take a bath with her children
21:00
Send her children to bed, Her husband back to home
22:00
Washing
22:30
Ready for tommorow
23:00
Go to bed
Search on
‘WORK’ ‘FAMILY’ ‘BALANCE’
Hit about 7,410,000 results
Be Yourself,
to Become a Better Mother.
―もっとあなたらしく、もっと良いママへ―
1. Supporting working
mothers
2. Spreading working
mothers’ voices
3. Making their wishes
come true
Structure of Promotion
Traditional
Traditional
ATTRACT
Media
Media
CAMPAIGN
ACTION
SHARE
SNS
Working Mother’s Daily Life
5:00
Getting up and making breakfast
6:30
Wake her family up
7:30
See
in a crowded
trainschool and go to office by train
Sendthe
heradchildren
to nursery
9:00
Start the work
17:00
Leave the office and go to supermarket
18:00
Go home and make supper
18:30
Pick up her children
19:00
Dinner
20:00
Take a bath with her children
21:00
Send her children to bed, Her husband back to home
22:00
Washing
22:30
Read
magazine
and website in relaxing time
Readya for
tomorrow
23:00
Go to bed
Ad in Train
B-three
Be Yourself,
to Become a Better Mother.
Banner
Magazine Ad
Working Mother’s Daily Life
5:00
Getting up and making breakfast
6:30
Wake her family up
7:30
See
in a crowded
trainschool and go to office by train
Sendthe
heradchildren
to nursery
9:00
Start the work
17:00
18:00
Leave
the office and go to supermarket
Go
to Supermarket
Go home and make supper
18:30
Pick up her children
19:00
Dinner
20:00
Take a bath with her children
21:00
Send her children to bed, Her husband back to home
22:00
Washing
22:30
Read
magazine
and website in relaxing time
Readya for
tomorrow
23:00
Go to bed
Shopping
Cart
Original Shopping Bag
Promotion Campaign
1
2
3
• #ThingsWorkingMomDo on twitter
• Mom’s Holiday Campaign
• B-Three Jump
1. #ThingsWorkingMomDo
MOST
RT
Present
Tweet
Advertise
2. Mom’s Holiday Campaign
Trying on
&
Tweet
Taking Care
of Children
Getting
a Time
3. B-Three Jump
Jump
With
B-three
Say
Opinion
Ad with
Photo
3. B-Three Jump
Jump
With
B-three
Say
Opinion
Ad with
Photo
Spread Working
Mothers’ Real Voices
to Our Society
Thank you for listening!