“Change Destiny” Campaign of SK-II－Applying Consumer Psychology in Marketing

                                        －－SUN Li (Lilian), 1155084271

     SK-II is a high-end cosmetic brand, providing makeup and skin care products in the global market. It entered into China in 1988, and has a top ranks of market share for many years. However, with the globalization process, more and more makeup brands have expanded in China in recent years, resulting in the fiercer competition of cosmetic industry. Besides, ever-changing consumer requirements and many other external factors impact the cosmetic market, causing the sales growth declined continuously. In this case, SK-II launched a campaign called “Change Destiny” to improve its brand image and brand fidelity. This campaign is to deliver a positive lifestyle, especially for females, encouraging them to hold and pursue dreams and live a life they desire. This campaign exactly utilized the psychological tactics to attract consumer and make a positive influence on the consumer attitude towards the brand.

About the “Change Destiny” campaign

The “Change Destiny” campaign was launched in 2015 by SK-II. Many celebrities were invited to take part in the campaign, including Chinese famous actresses Tang Wei and Sun Li, and eBay’s chief strategy officer Hu Rongrong. They all told their own stories about pursuit of dream through a short video. In 2006, SK-II even conducted a research regarding dream-level index, and the result indicated that more than 50% of females in the world had given up their dreams. Therefore, SK-II began to concentrate more on average women and produced several videos interviewing girls and woman’s dream (Figure 1).

Figure 1 campaign videos about dream

The upsurge of the “Change Destiny” campaign should be the short advertising video called “她最后去了相亲角”, released in April, 2016. This video presents a widely discussed issue about “leftover lady”, who have past marriageable age but still remains single. Generally, they are in the trouble of living up to their parents’ expectations and holding on to their beliefs and dreams at the same time. In this video, females interviewed were asked by their parents to participate in the matchmaking corner activity in Shanghai People's Square. Unexpectedly, those females went there and organized an activity to express their inmost thoughts and wishes to parents as well as the public, which moved and struck a chord with many viewers. This advertising video pushed the “Change Destiny” campaign in a new high, and improved consumer attitude of SK-II.

Figure 2 她最后去了相亲角

 https://www.youtube.com/watch?v=A2R9xOCD5xA

Effects of campaign on consumer attitude

1）Improve the brand cognition

The advertising video “她最后去了相亲角”, was viewed by more than 36 million people within one month. In China, the video sharing through social media platforms include Weibo and WeChat was more than 290 million times, with the interaction times up to 3.4 million. What’s more, apart from the spontaneous dissemination by general netizens, some online KOLs also spread the video and participated in discussion of the hot topic, which further improved the dissemination and promoted the brand cognition.

To be more specific, more than 82% of online users supported the idea, among which the rate of female supporters was as high as 87%. Therefore, through the spread of the video, SK-II successfully touched female consumers, who is the primary target consumers, and raised their attention of the brand.

2）Strengthen the link of SK-II and positive attitude towards life

This widely-spread advertising video didn’t focus on product function of SK-II. Instead, it promoted a life attitude, especially for females. It built the brand image, and strengthened the link of SK-II and positive attitude towards life.

Specifically, the issue about “leftover lady” has been discussed over the years, and it has bothered a large number of elder unwed females. In China, it is a deep-rooted traditional concept that a girl of age should be married. If one, especially females, has past marriageable age but still remains single, then she and even her parents will suffer from gossips from others, which undoubtedly brings great pressure to these females. In this video, females expressed their true thoughts to the public. This courageous behavior deeply touched consumers’ heart. What’s more, the brand logo appeared on the end of the video just when viewers moved by the content, then viewers would easily connect the positive attitude towards life with SK-II. The linkage was successfully created in consumers’ cognitive mapping.

3）Increase consumers’ willingness of purchase of SK-II

    As above indicated, the campaign has increase the brand cognition as well as built a positive brand image. However, whether this marketing tactic was successful finally depends on its influence on product sales. According to the data from AdMaster, up to 90% of viewers show that they have been fans of SK-II (Figure 3), and about 60% of users express their appreciation of SK-II and willingness of purchase are improved. These data indicate the campaign has successfully attracted consumers and improved product sales.

Figure 3 consumers' willingness of purchase

Reasons for the success—developing consumers’ emotional bonds of SK-II

The key reason for the success of this campaign is its development of consumers’ emotional bonds of SK-II. Consumers are moved by the content of campaign, and then something related to their decision-making process is changed.

Firstly, in the process of information search: 1) the advertising video impacted on the consumer attitude sequence (cognitive—effective—conative), by making emotional effect and then promoting willingness of purchase; 2) the content of campaign struck the resonance with consumers’ value about dreams and life; 3) the campaign created the linkage of positive life attitude and SK-II in consumers’ cognitive mapping. Secondly, in the process of evaluating alternatives, the emotional bonds developed make SK-II be more considered by consumers.

    Overall, the campaign deeply attracted consumers and has promoted the brand cognition and fidelity. We know that consumer psychology is of great importance in market strategy. To make consumers love the brand, you have to shorten the distance between brand and consumers.

References:
1. AdMaster数据诠释：SK-II作为有态度的品牌怎样“改写命运”，http://www.admaster.com.cn/?c=downloads&a=view&id=18
2. 品牌态度是这样决定品牌命运，案例课堂，http://www.toutiao.com/i6227911807114150402/
3. 品牌广告传播，如何让消费者爱上你，http://www.meihua.info/a/59784
4. SK-II刷屏的《她最后去了相亲角》真的有效果吗？http://socialbeta.com/t/data-the-effect-of-sk-ii-change-destiny-campaign