The #ChangeDestiny campaign is targeted at South-East Asia, Japan, Korea and Greater China, and features stories that 'perfectly exemplify' the philosophy of SK-II - to inspire women to change their own destiny, regardless of the little “dictators” in their life.
According to associate marketing director Kylene Campos, a recent study conducted by P&G found that long term use of SK-II proves that it is possible to beat skin’s risks posed by DNA, to go beyond the skin women have been born with.
Thus, this inspired the core idea for the campaign that challenges the belief that destiny is set at birth and celebrates women who have gone beyond limitations to achieve success.
Inspiring stories
Developed by Leo Burnett teams in Singapore and Tokyo and shot by Indy8, the global launch campaign features acclaimed ballet dancer Misa Kuranaga.
Holding the honor of being the first Asian to become Boston Ballet’s principle dancer, Kuranaga’s life story of 'defying the odds to achieve professional success' takes center-stage in this campaign video.
The influencers’ videos were uploaded to their own YouTube or Youku channels and distributed via a number of social networks, including Facebook, Twitter and Instagram.
Beauty brand strives to empower women
SK-II has also launched the first-in-the-world Skin DNA Concierge in Japan, Korea, Hong Kong and Taiwan.
"After partnering with P&G on social influencer campaigns in India and France, we're thrilled to extend our relationship to Asia-Pacific. P&G is a truly forward thinking company that understands the benefit of digital first collaboration and experimentation with social media stars on YouTube and other emerging video platforms," says CEO at Rightster Patrick Walker.
The #ChangeDestiny campaign follows Procter & Gamble's announcement earlier in the year as to the new approach where the brand is also taking steps to reduce the number of agencies it works with globally in PR, advertising and marketing, to improve spending efficiency across the business.