Procter & Gamble (P&G) in Asia-Pacific has launched two new digital influencer campaigns to promote its SK-II skincare range.
The #ChangeDestiny campaign enlisted nine online influencers who each created and distributed video content around the ‘Destiny Changing’ challenges they have overcome in their lives.
The influencers, a mix of mainstream stars and popular vloggers from Hong Kong, Taiwan, China, United States, Philippines and Australia then encouraged others them to also tell their story.
The influencers’ videos were uploaded to their own YouTube or Youku channels and distributed via a number of social networks, including Facebook, Twitter and Instagram. The campaign, run with Rightster, is targeted at South-East Asia, Japan, Korea and Greater China.
For the second campaign, Rightster sourced four popular vloggers from Australia, Singapore and Japan to create and distribute videos that highlighted the benefits of SKII’s Facial Treatment Essence and Mid-day and Mid-night Miracle Essence sprays through "A day in my life" stories.
CEO at Rightster Patrick Walker, said: "After partnering with P&G on social influencer campaigns in India and France, we're thrilled to extend our relationship to Asia-Pacific. P&G is a truly forward thinking company that understands the benefit of digital first collaboration and experimentation with social media stars on YouTube and other emerging video platforms."
In June, Rightster announced two new deals with P&G. The P&G brand Vicks India partnered with Rightster to run a Father’s Day campaign, promoting Vicks VapoRub using user-generated content.
Earlier this week it was revealed that P&G is reducing the number of agencies it works with globally in PR, advertising and marketing, to improve spending efficiency across the business.