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
Since 2015 SK-II has supported women in taking a stand against marriage pressure through its platform #ChangeDestiny. The challenge in 2019 was how to maintain relevancy and interest three years in.
The pressure to marry culminates during Chinese New Year when the family gathers....