市场实效 MARKETING EFFECTIVENESS
作品：Marriage Market Takeover
参赛者：Forsman & Bodenfors
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
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.