SK-II: Meet Me Halfway (Case Study)

BACKGROUND
In China, 8 out of 10 single women hesitate to travel home for Chinese New Year. When their family and relatives gathers, the nagging about finding a husband and starting a family reaches its peak, and for many, becomes unbearable.

IDEA
To help bridge the generational gap, skincare brand SK-II encouraged three single women to open up and ask their parents to meet them halfway – both figuratively and literally.

RESULTS
The initiative was documented and launched on WeChat where both parents and daughters are present.

– Trended on WeChat with 1.1 billion users.
– Organic global reach 1.18 billion.
– The film reached over 75 million views.