Stuart La Brooy

Beauty Bound Asia is the first collaboration between YouTube and another brand in Google's history.

The program was designed to give YouTube growth in its Asia beauty community and SK-II the opportunity to share it's product with up and coming influencers, and repurpose the content created for SK-II's own marketing programs.

Results of the program were 880% vs. expectations, with 88 million direct impressions, over 2,000 pieces of original, authentic endorsement content, and… Mehr zeigen

Beauty Bound Asia is the first collaboration between YouTube and another brand in Google's history.

The program was designed to give YouTube growth in its Asia beauty community and SK-II the opportunity to share it's product with up and coming influencers, and repurpose the content created for SK-II's own marketing programs.

Results of the program were 880% vs. expectations, with 88 million direct impressions, over 2,000 pieces of original, authentic endorsement content, and the support and direct involvement of some of YouTube's top beauty stars, including the #1 beauty blogger in the world, Michelle Phan and press coverage from all major beauty and trade press in Asia. Weniger anzeigen

SK-II needed to establish its presence on key social media platforms, but was struggling to identify ways to translate its non-digital identity in to YouTube and Instagram.

Taking on this work, I established a content strategy for our overall digital presence based on digital ecosystem thinking (which became a foundation for SK-II's overall digital strategy) and also a platform strategy for YouTube and Instagram based on the overlap between platform usage habits and our brand's… Mehr zeigen

SK-II needed to establish its presence on key social media platforms, but was struggling to identify ways to translate its non-digital identity in to YouTube and Instagram.

Taking on this work, I established a content strategy for our overall digital presence based on digital ecosystem thinking (which became a foundation for SK-II's overall digital strategy) and also a platform strategy for YouTube and Instagram based on the overlap between platform usage habits and our brand's personality and equity. From there, I established small working teams of in and outsourced experts to begin developing content and refined our performance in real time, also working with the rest of the SK-II team to incorporate their content and tests.

As a result of this process, in less than a year SK-II was able to develop a subscriber base of 70K on Instagram and a combined base for it's YouTube channel network of 40K, both services growing rapidly. In addition, the early success of this low resourced project has resulted in considerably higher funding and support provided to these platforms since, but (I am happy to stay), still leveraging the content strategy that I established. Weniger anzeigen

The SK-II team needed help to tap in to the power of digital influencers, who according to recent surveys could drive as much as 63% of purchase behaviour.

I recommended an approach that remains new to the industry; instead of the standard strategy of offering sponsorship funding to insert ourselves forcibly in to the creator/community relationship, I suggested we establish a community of creators that SK-II could offer exclusive, money can't buy opportunities to, with no restrictions… Mehr zeigen

The SK-II team needed help to tap in to the power of digital influencers, who according to recent surveys could drive as much as 63% of purchase behaviour.

I recommended an approach that remains new to the industry; instead of the standard strategy of offering sponsorship funding to insert ourselves forcibly in to the creator/community relationship, I suggested we establish a community of creators that SK-II could offer exclusive, money can't buy opportunities to, with no restrictions on editorial control.

This relationship would include advantages such as travel to our overseas events, interaction with other creators, opportunities to make original, collaborative content with our experts and celebrities. Instead of offering funds to get creators to make content that was not natural to their style or their appealing to their audience, we tried to brainstorm ways we could work with them to feature our products in the content of creators that would help them improve their content, expand and service their audience, and retain their independent authenticity.

This struck a chord with creators, who respected the integrity of our approach and valued the opportunities we provided. Creators that were part of the program have saw their subscriber base grow from 150-300% thanks to our help, and SK-II received almost a billion unpaid for impressions in last year alone, driving more than $100,000 in direct sales (and likely millions in indirect). The program was celebrated by YouTube as well as trade industry press, and SK-II is expanding the program this year with a significant injection of resources to add on new markets and additional platforms. Weniger anzeigen