In the spirit of inspiring women to go beyond their perceived limits, SK-II created the global brand platform, #changedestiny; to encourage women to shape their own destiny, not only for their skin, but also in their life. In China, research shows young women often feel disempowered to fulfill their life’s dreams, due to cultural and familial expectations.

Brief: Launch a new phase of the SK-II Change Destiny campaign that inspires women in China, to strive for their best, harness their courage to achieve.

Goal: To position SK-II as an empowering brand, both in skin care and in women’s general life

Objectives:

• Deepen SK-II affinity, relevance & connection to women who are progressive and passionate about life

• Position SK-II as the spark of a conversation that inspires young women to fulfill their dreams, driving engagement & viewership via SK-II platform assets

• drive purchase intent and SK-II sales

•Pre: SK-II collaborated with influencers and grass-root on-line platforms to spark curiosity for the Great Wall experiential “take- over” with dreaming kids’ visuals on Weibo.

•Launch: On live event, SK-II created an art installation on the Great Wall, partnered with influential media outlets, Bazaar and OnlyLady, and invited famous singer, Xue Zhiqian, and well-known young actress, Ma Sichun, as well as two kids stars, to discuss “dreams”. To engage the wider community, the “dream” conversations were streamed via live broadcasting online. Further, 5 tier-one influencers were invited to climb the Great Wall and share the “Dream Again” art installation with the consumer via live streaming.

•Post: Dramatic drone and video footage of the Great Wall SK-II Dream Again experiential takeover was shared with key influencers to share with their on-line communities and channels. The post-event posts, focused SK-II “Dream Again” branded messaging to further reinforce the brand purpose, #changedestiny