P&G and SK-II wanted to launch SK-II in the United States. But they wanted to reach women over the age of 30, in an engaging and organic way.
Paid media banners and video ads would not connect with the SK-II consumer. P&G needed a better way to launch SK-II in the US.
Working with The Young Turks, we created a 4 episode video series called “The Leftover Women”, which was a branded content, investigative journalism series. The series garnered millions of views on YouTube and helped to support of the launch of SK-II in the United States.