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SK-II encourages women to dream again

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SK-II looks to increase the awareness of internal beauty among young adults with its first multi-city “Dream Again | SK-II #changedestiny” global movement and powerful film that aims to resonate with women.It is an installment in the brand’s #changedestiny campaign, following the success of "marriage market" which was awarded a Glass Lion and Gold PR Lion in the recent Cannes Lions 2016.The luxury skincare brand kicked off a series of guerrilla events in 10 major cities across the globe on the same day.In Hong Kong, it was activated at Hysan Place, in the heart of Causeway Bay. The event setup was decorated with toys and drawings, resembling a kid’s bedroom.Its first Facebook livestream was strategically planned for a social media takeover. Inspiring video content of a surprising selection of digital influencers with relevant dream stories were instantly broadcasted live.It was a social experiment where adult’s perceptions were shifted, giving them a chance to perceive things through children’s point of view. The campaign became a trending topic, garnering over 26 million impressions.In other markets, the campaign was activated in Seoul at the iconic district Gangham, in New York’s Madison Square Park as well as the Great Wall of China, where children were partnered with local personalities to stir up on the reconnection of their forgotten childhood dreams and to dream again.The heart-warming “Dream Again | SK-II #changedestiny” film was launched. In eight days, the video generated a cumulative views of 20 million views across all markets.Inspired by the startling results from the first global dreams index survey, where 50% of women around the world has given up on their dreams and are not satisfied with their current lives.In the film, a number of women spoke to an “adult expert” about how they have drifted away from their childhood dreams as they grew older with social limitations, responsibilities and family expectations. As the four-minute video social experiment concluded, young girls were behind-the- scene as kid counsellors and encouraged them to dream again.https://youtu.be/FEiKCY7icM4“The #changedestiny campaign challenges the belief that destiny is set at birth and celebrates women who have gone beyond limitations to achieve success,” said Markus Strobel, president global SK-II. “By encouraging women to pursue their dreams and empowering them to overcome personal and social limitations, we hope to inspire more women to change their destiny.”

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