Redefining SK-II’s TMall presence.
Elevating the shopper’s experience on TMall.
The big ask was to make SK-II relevant and desirable to young professionals in China. For it to work, we needed to massively shake things up on their eCommerce platforms with a more content-centric strategy. We focused on creating engaging, social-first content that is rich, animated and thumb-stopping. We kept conversion at the core and aimed to enhance her shopping experience.
I worked on the initial phase with copy exploration to showcase the fresh new ways SK-II could talk about their products and USPs.
Client x Agency
SK-II x Huge
Year
May 2019
Content that’s hyper-relevant & right now.
Imagine window-shopping online and being fed product information that is exactly what you need. Contextual and tailored to you: where you are, the time of day, the weather.
That’s the future of shopping. Super personal, super relevant.
All bases covered.
We considered different user personas and the types of content that would resonate with them. Would they prefer aspirational, skin shots showcasing product benefits or fun, seasonal and celeb-led content? I then created multiple sets of messaging for A/B testing.
credits
-
Hugh Connelly
EXECUTIVE CREATIVE DIRECTOR
-
Larrissa Vaz
CREATIVE DIRECTOR
-
Carrie Ho
SENIOR VISUAL DESIGNER
-
Shaun
CONTENT STRATEGIST
-
Ivy Huang
UX DESIGNER