SK-II / Beauty Bound

Finding Asia's Next Top Beauty Creator

We brought a familiar reality format to social media to build SK-II’s organic engagement.

The Brief

SK-II was spending big on paid media and previous campaigns had failed to generate authentic engagement from their key demographic. They knew they wanted to grow brand awareness and its social audience across multiple territories in Asia.

Our Idea

Brave Bison developed an ambitious, multi-territory reality series to find Asia's Next Top Beauty Creator. Out of hundreds of applicants eight finalists were selected based on the quality of their entries, to join beauty bootcamps in their home country. We filmed eight of these series across Taiwan, Japan, South Korea, Hong Kong, Thailand, Malaysia, Singapore, and Indonesia. The candidates would compete for their chance to represent their country in the Beauty Bound finals. Our celebrity influencer judges selected the finalists and a wildcard to attend the finale in Okinawa, Japan. The judges included Chiara Ferragni (Global fashion icon, also known as TheBlondeSalad), Anggun (International Singer-Songwriter), Cindy Sirnya Bishop (Thai Model, Actress, and Host) amongst others. Using social media-based challenges and live audience voting a winner was finally selected as Asia's Next Top Beauty Creator.

skII beauty bound

Results

We used an interactive, entertainment format to raise the bar for SK-II in terms of quality, on-brand content that was relevant and we generated vast amounts of organic engagement. We commissioned popular influencers across the world to watch and share their thoughts on the series, promoting to like-minded fans. SK-II's YouTube channel drew in more engaged consumers than ever before, increasing organic viewing compared to previous campaigns. We achieved over 21.3 million views across all Beauty Bound videos, 23% total viewing growth across all SK-II YouTube channels, 8k new subscribers to SK-II YouTube channels, 1.2 million likes, comments, shares, 289.5 million total digital impressions from 1579+ posts.