SK-II DIGITAL INNOVATION

TitleSK-II DIGITAL INNOVATION
BrandPROCTER & GAMBLE
Product / ServiceSK-II ECOUNSELING
EntrantISOBAR KOREA Seoul, KOREA
Entrant Company:ISOBAR KOREA Seoul, KOREA
Advertising Agency:ISOBAR KOREA Seoul, KOREA

Credits

Name Company Position
HyoSup(Sean) Lee isobar Korea Account Manager
Heejung Cho isobar Korea Senior Manager
MiKyoung(Michelle) Lee isobar Korea Manager
JongHoon Won isobar Korea Senior Manager

The Campaign

P&G SK-II digital innovative personalized service is aiming to give consumers the advance skin counseling experience thru the digital channels. This service can deliver digital brand inspiration and seamless consumer experience without stress from beauty counselor at counter. It’s working as a hub to interact with SK-II brand, eStores and social network services seamlessly. Data from each part can be used to run counseling program effectively. It helps user to find out proper products/advice and can store, print and share them. It also provides P&G to have other opportunities to drive actual sales conversion.

Success of the Campaign

-Result of client side : 16.3% of purchase conversion rate was generated by this service, and leaded up to 10% of actual sales conversion thru e-Retailers. According to these kinds of excellent results, we are planning to expand into 10 markets until this year. -Result of consumer side : Consumer can have an integrated service thru Web, mobile and counter. It helps to have a better understanding about the brand and products, so that consumer can decide proper products for her.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To build a strong brand relationship between consumer and brand, various channels were combined. Main platform was equipped in the SK-II brand website and additional channels were provided thru mobile (iPhone) application and iPad application to build effective multi-touch points. Mobile application is handy to use in anywhere and anytime, also consumer can bring her counseling result to beauty counselor to have a detailed counseling at counter. Beauty counselor also can use iPad application to provide various media type of counseling service immediately at the counter.