THE ASK:

Increase awareness and sales for the SKII brand in the US market where there is currently 1% penetration through a 360 Integrated branded content offering, while keeping the global brand purpose “being the best you without compromise” front and center.

 

INSIGHT:

She believes she is “at war with aging,” or eventually will be, and she wants to be armed

with all the tools she needs to live her life so she’s in control. She’s not one to just sit idly by and let life happen.

 

She is empowered by the many choices around her, taking what she needs to create her own, unique path forward.

 

IDEA:

Forging the first-ever partnership of a media company and advertising agency, Leo Burnett and The Huffington Post we combined brand purpose with influencers and journalists for a series called "Your Essence" to prove the brands claims of "being you without compromise" we will ignite transformation through the power of storytelling...

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RESULTS:

Year 1 improve penetration in US Market by 400% of the initial goal. Increase sales of SKIIs hero SKU THE ESSENCE in brick and mortar and online retail.

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DELIVERABLES:

Creative Direction

Content Strategy

Media Partnership