Bare Skin is Best Skin
Integrated initiative to drive awareness and conversion for SK-II - integrated , campaign
Brief:
In a crowded summer market, we were tasked to reiterate the benefits of Pitera and engage the audience in a fresh and authentic way.
Concept:
Building on a quote by the brand's newest ambassador, Tang Wei: "Bare skin is best skin", we decided to create the Bare Skin Movement - an act where we asked SK-II users to demonstrate their confidence in their own skin and the benefits of using SK-II Pitera, by going without make-up for a day.
We started the campaign by sending out special packages to prominent bloggers and getting them to try out the products. Following that, we invite them to go 'bare skin' for a day and document their stories for the campaign. Leveraging off social media, we shared the stories online and got ordinary users to join the movement and share their own stories.
The campaign culminated with an atrium event with Tang Wei in attendance and sharing her own story. Visitors were also invited to take a 'bare skin' portrait of themselves at a special photo booth and leave with simple momento of their participation in this movement.