SK-II

Connecting a beauty brand with new audiences

Localising a global digital campaign to reach new audiences.

Challenge

SK-II often projects a more mature image due to its long history. Engaging with audiences on social platforms through product seeding to influencers and celebrities has helped rejuvenate the brand image in the past, however, many of the products had too short a shelf life to make a long-term impact.

Sinclair was tasked with localising SK-II’s global #BareSkinProject campaign, a statement-making movement shining a spotlight on six global celebrities who boldly took on the challenge to reveal their bare skin for the first time with the help of SK-II’s signature Facial Treatment Essence. We utilised the hero assets on digital and social media channels to ensure longevity of searchable content. The PR programme included strategy development, orchestrating content, engaging influencers and maintaining a consistent voice across channels, in an effort to create a new audience for the established brand.

Approach

Insight: Tapping into the young executive market to attract new customers and maintain high loyalty among existing customers corrected misconceptions through myth busting.

Strategy: Ensured every single piece of content was search friendly. Identified high-search volume keywords to create digestible, SEO-driven content to be published on SEO-friendly channels to ensure brand messaging was conveyed to the target audience.

Localise: Localised strategy with hero assets curated specifically for a local audience.

Influence: Created successful collaborations with leading influencers and community pages, fully utilising functionality of social platforms such adding links to Instagram Stories to activate target audiences to engage with content, driving online searches and influencing purchase habits.

Engage: Held a campaign launch with target media and Facebook page owners to create buzz and talkability.