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...