Industry News

Rightster partners with Procter & Gamble to launch SKII #ChangeDestiny Campaign

rightsterskiiAugust 5, 2015 – Rightster, the global multi-platform network for digital video, has partnered with Procter & Gamble in Asia Pacific to launch two new digital influencer campaigns for its SK-II skincare range.

The #ChangeDestiny campaign enlisted nine online influencers who each created and organically 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, each created a video. They then tagged their fans or other influencers, encouraging them to also tell their #ChangeDestiny 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 is targeted at South-East Asia, Japan, Korea and Greater China, and the influencers’ videos are live now on the SKII YouTube channel.

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. The four videos, an example of which can be viewed here, have already received hundreds of thousands of organic views to-date.

Patrick Walker, CEO at Rightster, comments: “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. The Company also announced its partnership with P&G in France to promote their new Tampax Compak Pearl campaign, using the popular French YouTube vloggers “Caroline et Safia”. See entire release here.