| Title | GOING SKIN DEEP AND BEYOND |
| Brand | PROCTER & GAMBLE PRESTIGE |
| Product / Service | SK-II |
| Category | A07. Best Use of Digital Media |
| Entrant | MEDIACOM Singapore, SINGAPORE |
| Media Agency | MEDIACOM Singapore, SINGAPORE |
| Entrant Company | MEDIACOM Singapore, SINGAPORE |
| Media Agency 2 | MEDIACOM Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Kriti Jetley | Mediacom | Senior Planner - Asean Content Strategy |
| Celestine Tan | Mediacom | Manager - Apac Content Strategy |
• In just one month we smashed sales targets by 13% • Within the first month of launch engagement with content targets exceeded expectations indexing versus norms at 187). • Page views and return rates were the highest ever experienced for GLAM-Clozette • SK-II Forums experienced high participation with at least 800 posts per market in April alone.
We needed a partner that spoke exclusively to our niche Prestige audience and had the gravitas to span markets, lifestyle categories and genres. GLAM-Clozette SEA epitomized this, and were the perfect partner to create content that was interesting, timely and relevant– going skin deep and beyond. We aggregated existing content and created GLAM x SK-II Luxe Weddings – a luxury weddings guide which covers the eight key passion points we had identified including: fashion & beauty, home & dining out and travel within the context of weddings. Product information was integrated where relevant, such as SK-II sun protection for a Maldivian honeymoon, or completing your look with a bright moisturized complexion. Leveraging on the insight of how connected the Prestige woman is, we created short informative 5-minute How-To Beauty Clips. These videos were made to be mobile friendly and designed for busy commutes.
The Prestige woman stands at only 3% of the sub regional population yet is by far the most valuable consumer to any category and all advertisers are attempting to turn her head. These women are united in their love for interesting content, their desire to be always connected and their expectations for amazing, personalised experiences. We needed to build an emotional connection with SK-II that was lacking in local media and engage with them on a platform that both intuitively understood them and had the pan regional content scale to talk and link these likeminded women across South East Asia. Weddings in Asia are celebrated more than any other continent with lavish photo shoots and multiple e events leading up to the big day. What better emotional connection could be made than partnering SK-II with the most important days of their life, for the rest of their life?