The "Change Destiny" story for SK-II in Japan

This case study describes how SK-II, the prestige skincare brand in Japan, used a content-rich connection strategy to expand its user base.

The "Change Destiny" story for SK-II in Japan

Prajat Khare, Tetsuya Ikeda and Maiko Watanabe

Campaign details

Brand owner: Procter & GambleLead agency: MediaComBudget: 10 - 20 millionCountry: JapanIndustry: Cosmetics, beauty aids, Skin care, sun protection, Toiletries and cosmetics marketMedia: Content marketing, Earned media, buzz, Events and experiential, Internet - display, Internet - microsites, Internet - search, Magazines - consumer, Mobile and apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Product sampling, Public relations, Social media, Television, Word of mouth, advocacy

Executive summary

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