SK-II: Bare skin is best skin
Helen Tan
Campaign details
Brand owner: Procter & GambleAgency: Starcom MediaVest GroupBrand: SK-IICountry: Singapore and MalaysiaChannels used: Branded content, Events and experiential, Internet - general, Magazines - consumer, Online video, Sales promotion, Social mediaMedia budget: Up to 500k
Executive summary
SK-II is the clear leader in beauty across Singapore and Malaysia.
While it is difficult to reach the number-one spot, it is just as hard to maintain the position as competitors aim to dethrone and tarnish the leader.
The agency had to connect...