SK-II campaign highlights women’s generational challenge in modern China

March 26, 2019
SCMP Updates
Custom written content highlights story behind the successful video to mark SK-II’s commitment to China market

As China continues to develop economically and socially, contrasts and conflicts between traditional values and modern realities are causing strife among many families. Cosmetics and skincare brand SK-II leveraged the opportunity to spotlight a key point of contention between many of today’s Chinese women and their families: marital status. The brand’s short video, a mini-documentary titled “Meet Me Halfway” and produced by Forsman & Bodenfors Singapore, was a viral success. It received some 18 million views within 24 hours of its release.

To sustain momentum and expand audience reach, SK-II and Oath Media sought the help of Morning Studio, the creative arm of South China Morning Post dedicated to the creation of branded content.

Morning Studio’s expert storytellers and other content gurus proposed using written content, in advertorial format, to delve deeper into the provocative topic while revealing further background to the video production, the personalities involved (particularly the two women starring in the video, and their families), all the while emphasising the idea that SK-II understands the China market and the needs of Chinese women.

A key challenge to this inaugural collaboration between the three parties was the time difference, with SK-II in Singapore and US, Oath Media in Denmark, and Morning Studio in Hong Kong. While all were well aware of the difference between branded content and advertorials, SK-II wanted the best of both worlds. Morning Studio optimised an editorial-first approach alongside high-quality branded content that would enhance the awareness of the global #meetmehalfway campaign, the impact of the viral video, and the consistent tone of the message, among other aspects.

Two advertorials were produced, supported by 100% Share of Voice advertising and other traffic drivers on (in total garnering 2.3 million impressions).

Ultimately, Morning Studio delivered one of SK-II’s best-performing engagement vehicles, scoring high in  pageviews, dwell time, Facebook engagement statistics, and other audience metrics. The two articles remained the Top Most Shared for days after going live.

Aside from SK-II, Oath Media was also very impressed and would be including and supporting Morning Studio in future pitches for big branded content partnerships to global brands.

Contact us to learn how Morning Studio’s editorial talents and multidisciplinary resources can effectively raise your brand awareness and expand your audience reach through our unique mix of creativity, innovative resources, and extensive channel portfolio.

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.

For further information, please contact us