Inspiration & Challenge
SK-II wanted to show the power of Pitera to a broader audience, converting new users and old fans alike to the transformative capabilities of its Pitera Essence. How? By engaging a network of trusted Key Opinion Leaders (KOLs) to bring followers along on their personalized, intimate skincare journeys.
Execution & Creativity
SK-II wanted to demonstrate its product’s power, create new life-long users, and educate a fresh market about the impact of an essence for skincare. Together with the brand, BDB created and led in-depth product briefing sessions for Key Opinion Leaders (KOLs), bringing in skincare and subject matter experts to educate KOLs on what Pitera was and how powerful it could be.
From these briefing sessions, KOLs took an aesthetician’s expertise, a brand manager’s subject matter knowledge, branded elements for content and selected gift packages, providing all the material needed to execute the campaign. KOLs began to share their skin journeys in naturally-lit, intimate videos, providing clear product shots and, as the journeys continues an evolution of their skin from good to great.
Finally, KOLs completed their journey with a review, highlighting how they love the power of Pitera and planned to continue using it into the future.
FACTS & FIGURES
Markets
Results
Results were clear before the campaign was wrapped—11 KOLs generated over 149 pieces of content with an estimated reach of 3.5 million. With 87,000 total engagements and 1.2 million views, the content struck a chord with audiences.
SK-II’s video content engagement rate in particular delivered, soaring over the standard 0.4% Instagram video engagement rate to hit 6.9%. SK-II’s Reels also received much higher organic engagement; top performers delivered over 150,000 plays versus fewer than 100,000 sponsored moments. Expert KOLs received gold-standard returns, with one (Dr. Shereene Idriss) seeing a 29% view rate on YouTube content.
Overall, KOLs were key in educating a new demographic on the potential of essences and introducing new devotees to the power of Pitera.