Advertiser: Procter & Gamble Brand: SK-II Creative Agency: Idea Innovative Credits: Vivien Tan (SSM-Media Planner), Siti Khasiah (SSM-Project Manager), Asreena Ramdan (SSM-Project Executive), Jane Ang (SSM-Buyer)
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SK-II has built its strong affinity towards the Chinese market. The brand appeals more towards Chinese women, less engaging to the Malay women. SKI-II introduced a new whitening product targeting Malay women. The challenge: To make it appealing to the Malay audience with the new communication strategy ‘aura from within’.
Malay community looks up to local Malay socialites; it makes them feel proud of fellow Malaysians’ outstanding achievements. We wanted to connect with the Malay elite society, thus partnered Astro to produce an 8-episode branded content series, ‘SKI-II Wanita Gemilang’, which showcased successful female Malay socialites. This idea also brought up SK-II’s brand communication strategy, ‘aura from within’ that translated into ‘going beyond white to aura brightness’ message for the audience.
Branded content series include: •Interviews with eight successful Malaysian women; amongst were YM Datuk Paduka Datin Seri Sharifah Hishmah Shahabudin, Datin Paduka Marina Mahathir, and Datuk Khadijah Ibrahim •SK-II tips given at the end of every episode •Weekly branded and sponsored promos, branded opening and closing of the show, lead in/out commercials •Premium positioning of TV commercials
Cross promos on ASTRO RIA and ASTRO PRIMA reached 48% of brand target audience. SK-II Wanita Gemilang was a hit on ASTRO PRIMA. Re-runs were even requested. Collectively, each episode delivered a high rating of 1.2 TVR. SK-II saw an increase of 30% Malay affluent foot fall to SK-II counters.