How SK-II won over bloggers without spending a cent on sponsored content

This event report looks at how SK-II, the Procter & Gamble-owned skincare brand, evolved its approach to engagement with the influential blogging community.

How SK-II won over bloggers without spending a cent on sponsored content

Low Lai Chow

Bloggers, according to Stuart LaBrooy, brand manager of the SK-II skincare range, are huge influencers who drive 65% of purchases in the skincare and beauty category.

He was speaking at Video Matters, part of the All That Matters event held in Singapore in May 2015. And he confessed there was a time when Procter & Gamble's prestige beauty line would use the two rather cumbersome models of 'pay' and 'pray' to engage with bloggers and vloggers (or video bloggers).

Pay or pray

"With...

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