P&G hires YouTubers for SK-II push

Procter & Gamble has launched two new digital influencer campaigns for its SK-II skincare range through multi-channel network Rightster.

The #ChangeDestiny campaign sees nine YouTube or Youku artists from Hong Kong, Taiwan, China, the Philippines, Australia and the US create videos that tell stories of the challenges they have overcome in their lives.

YouTuber Wengie talked about the challenges of having Asian parents, and how expectations match up to reality.

Destiny is not a matter of chance, it’s a matter of choice, says Chinese actress Tang Wei in her #ChangeDestiny film.

Actress, singer and model Arden Cho When talked about when she was bullied when she was younger, and how she overcame her insecurities.

The videos have been uploaded to SK-II’s YouTube channel.

YouTubers tagged their fans, encouraging them to also tell their #ChangeDestiny story.

The second SK-II influencer campaign saw video bloggers from Australia, Singapore and Japan create and distribute content that highlighted the benefits of SKII’s Facial Treatment Essence and Mid-day and Mid-night Miracle Essence sprays through “A day in my life” stories.

In one video, Singaporean blogger Naomi Neo has been told she is going to wash a Lamborghini.

On the SK-II campaigns, Patrick Walker, CEO at Rightster, said: “After partnering with P&G on social influencer campaigns in India and France, we’re thrilled to extend our relationship to Asia Pacific. P&G is a truly forward thinking company that understands the benefit of digital first collaboration and experimentation with social media stars on YouTube and other emerging video platforms.”

In June, P&G partnered with Rightster for a user generation Father’s Day campaign for Vicks VapoRub.


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