SK-II #changedestiny

What started as brief to create a low budget manifesto film to explain what #changedestiny means on SK-II's website became a mammoth Asian-wide campaign we didn't anticipate.  

Research showed that women in Asia wanted control over their futures, but only 20% believed they could do it. The other 80% felt boxed in by society's expectations. SK-II wanted to inspire women to believe that they could change their destinies. This manifesto was created to spark that movement.

The campaign was first launched as an online film in China. Narrated by China-born celebrity, Tang Wei, the manifesto film rocketed the #changedestiny movement to the No.1 trending topic in China on its release. The organic reach was 23 million in 3 weeks. It then took a life of its own and achieved the highest engagement rate for SK-II on Weibo, with over 200K comments. Women also started writing and making their own versions of the manifesto.

This campaign helped contribute to an 18% increase in sales and a 7% increase in new users globally within a month of its release. A year on, the words from the manifesto resonated so well they were turned into limited-edition bottles for SK-II globally.

The #changedestiny manifesto

Every second, we have the opportunity to make the next second greater than now.

Because destiny isn’t a matter of chance. It’s a matter of choice.

So let go of what others want you to be.

Change, is in all of us.

And the only person you are destined to become, is the person you decide to be.

#changedestiny. SK-II.