Research Excellence Special Award
The Marriage Market Takeover
Agency Forsman & Bodenfors
The Japanese prestige skincare brand SK-II built an emotional, multichannel campaign to raise awareness and boost sales in China.
SK-II decided to target the stigma of Sheng Nu, or "leftover women", who were under pressure to marry, with an online film featuring real unmarried women.
As a result, sales almost doubled and SK-II grew every month after the campaign launch.