Challenges

Connecting with new audiences

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. Our team had to fully utilise the hero assets on digital and social media channels to ensure longevity of searchable content. Our role ranged from strategy development to orchestrating content and engaging influencers to maintain 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 Hong Kong 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

Outcomes
+51 million
people reached through multiple channels
+120
stories published online with 100% positive sentiment
+115,000
reactions, comments and shares across social channels
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