SK-II “#NoCompetition”
Campaign
The Work
In today’s society, you will have to look, act and feel a certain way to be considered beautiful. More and more people curate “perfect” social media profiles, thinking this is the only way to be seen as such, and ultimately, be “accepted.”
Global prestige skincare brand SK-II teamed up with top athletes in Malaysia to declare #NoCompetition, a stand to take the competition out of beauty. The challenge was to create a platform of action that inspires women to break out of toxic competitions in beauty and not letting pressure dictate their choices.
With the help of Priority, SK-II roped in celebrated Malaysian gymnast Farah Ann to join the movement – to spark conversations and inspire women to define what beauty means to them and not be part of these toxic competitions.
The Outcome
With a rationed budget due to the pandemic, Priority managed to amass quality coverage from beauty and lifestyle media, traditional media and KOLs.
The two-month campaign was a remarkable milestone for SK-II Malaysia and generated a spike in Google searches about #NoCompetition and SK-II, garnering more than 47,000,000 impressions on social media and an advertising value of RM318,000.
Priority’s astute choice of KOL for the campaign also contributed to the brand’s increased share of voice. Crucially, we have not only created impact but also helped our client sail through tough times.
Image Credit: Procter & Gamble. | SK-II
