华文创意奖


市场实效 MARKETING EFFECTIVENESS
作品:Marriage Market Takeover
品牌:SK-II
参赛者:Forsman & Bodenfors
成员名单:

美术指导 Art Director Sophia Lindholm

美术指导 Art Director Karina Ullensvang

文案 Copywriter Tove Eriksen Hillblom

设计师 Designer Christian Sundén

策划 Planning My Troedsson

Agency Producer, Film/Digital Alexander Blidner (film)

Agency Producer, Film/Digital Peter Gaudiano (digi)

Chinese writer Joey Chung

PR-strategist Amat Levin

Account Supervisor Susanna Fagring

Account Manager Linda Tiderman



作品描述

Last year (2016) prestige skincare brand SK-II did something unique in the category by not talking about its product, prioritizing instead the emotional connection with Chinese women – and by that, outperforming the category leaders in China and regaining #1 position globally.


To create this connection we embraced a powerful conversation starter: The Sheng Nu phenomenon. Sheng Nu, meaning “leftover woman”, had since 2007 been used by Chinese state media to stigmatize unmarried women over the age of 27.


The pressure to marry, sometimes at the expense of their careers and independence, emerged as the biggest issue in our target audience’s lives. To make a symbolic statement against the pressure we created a take over at the marriage market in Shanghai’s People’s Park and in an emotional documentary style film, we followed four women replacing the dating ads with their own personalized messages.


By packaging the complex and controversial topic of Sheng Nu in a beautiful, though provoking and easy to share campaign we gave Chinese women the speaker they needed to talk about the stigma they were suffering.


All in all, the campaign made 2016 SK-II’s most successful year in China. Sales almost doubled and SK-II became the only top prestige skincare brand to grow consecutively every month since the campaign launch.


The campaign created a massive breakthrough, generating in total 44 million views, 7,1 million social actions and 2,000 editorials across 54 countries. It was the first advertising ever to make it to top-ten trend list on the 650 million users strong Weibo and stirred up so much debate the state-owned media promoting the Sheng Nu term couldn’t ignore addressing the campaign.


Brand awareness, consideration and equity reached unprecedented levels. With the Marriage Market Takeover SK-II demonstrated the power that can be released from a true emotional connection with consumers, bringing to light that in a mature category, brands are way beyond the product they sell.