How P&G Uses Crowdsourcing To Build The #ChangeDestiny Brand Platform With Consumers

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To strengthen its connection with younger consumers, SK-II was looking for fresh ideas to develop and communicate its #ChangeDestiny platform. With 75% of its members being Millennials, the eYeka community was the perfect channel to discover what would make them engage with the brand.

In a first project, P&G’s premium skincare brand was looking for high-quality video content that, whilst delivering a high degree of freshness, would also be closely on-brand. eYeka invited 20 creators to provide a synopsis of their films, with the best ones being invited to produce it.

« Future Me, » created by a Ukrainian filmmaker, resonated particularly well among young Asian women, who tend to be uncertain about their futures

Building on that success, SK-II used eYeka’s community for a number of additional projects for strategic ideation and packaging design purposes (video content creation, packaging design, visual design, interactive platform design, retail experience…). All these projects harnessed consumer-created input to bring to life the #ChangeDestiny brand platform.

SK-II’s projects have engaged hundreds of creative individuals who have submitted over 1,000 ideas, reflecting Millennial’s expectations of what a prestige skincare brand should offer. Watch the video below to get the whole story, explained by SK-II’s marketing team:

By tapping into Millennials’ mindset through eYeka’s platform, and by involving them as part of the brand’s creative ecosystem, SK-II formed an enriching creative alliance. Do you want to experience it yourself?

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About Yannig

Yannig was Marketing Manager at eYeka, responsible for PR, communication and research. Interested in marketing, innovation and design-related topics, he also loves to free his head by cycling, running, reading or drawing. Yannig, who holds an MSc from ESSCA School of Management and a PhD from University Paris 1 Panthéon-Sorbonne, tweets under @YannigRoth and blogs at
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