SK-II: Meet Me Halfway

Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.

Campaign details

Brand: SK-IIBrand owner: Procter & GambleLead agencies: Forsman & Bodenfors SingaporeContributing agencies: Verizon Media, ManoMarket: ChinaIndustries: Luxury toiletries & cosmeticsMedia channels: Content marketing, Mobile & apps, Online display, Online video, Social media, Word of mouth, influencersBudget: 3-5 million

Executive summary

Skincare brand SK-II has won the hearts of young Chinese women through its brand platform Change Destiny, which launched in 2015 and has supported women taking a stand against the pressure to getting married ever since. The challenge was how to keep this platform...

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