Empowering Women's Passion Through Content Strategy and Fragrance Ideas
Discover a content strategy focused on fueling women's passion and catering to men's interests, reaching millions of affluent individuals online. Embrace the beauty of simplicity through SK-II's philosophy and integrate it into a holistic seasonal content approach. Join the Haiku movement celebrating winter beauty and explore fragrance ideas to engage audiences with P&G products during holidays and Valentine's Day.
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PORTFOLIO-AT-A-GLANCE WHERE 54M WOMEN DISCOVER MORE OF WHAT THEY LOVE. FUELING PASSION AROUND THE TOPICS 44M MEN CRAVE. THE LEADER IN REACHING 59M AFFLUENTS ONLINE. +160 CONTEXTUALLY ALIGNED SITES + 150 CONTEXTUALLY ALIGNED SITES +150 CONTEXTUALLY ALIGNED SITES 1
BEAUTY FOR US IS NOT ONLY VISUAL BEAUTY, IT IS A PHILOSOPHY, AN ENTIRE WAY OF LIFE - takashi yoshii, sk-ii founding scientist
THE SEASON OF SIMPLICITY INTEGRATED CONTENT STRATEGY There is beauty in simplicity. SK-II is rooted in Japanese ethos, following the philosophy that celebrating simple beauty is both a fundamental spirit and the ultimate goal. Nature was the key inspiration for SK-II, and will be the hero of Evolve Media s three-fold content strategy: By showcasing winter s simple beauty through inspiration- al content from the first snowfall, to relaxing in an onsen on an exotic getaway editors will highlight SK-II as the giver of aspirational experiences. CONTENT CALL-TO- ACTION A Haiku movement will celebrate the theme of simple winter beauty across Evolve Media portfolios. More tactically, editors will showcase SK-II products and application uses through thoughtful gift-guides, ecom- merce, sampling, reviews and how-to winter grooming and beauty content. PRODUCT ADVOCACY 3
THE SEASON OF SIMPLICITY HAIKU CELEBRATION OF WINTER Haiku is the art of creating beauty in a few simples words. Editors will lead readers in illustrating a beautiful winter moment through the art of Haiku for the month of January. Haiku submissions will live natively within sites and aggre- gate through a Social Mosaic interactive experience across Evolve Media s portfolio in real-time. SK-II will present this Haiku series and may use this poetry in its own marketing efforts. THE FIRST SNOW JUST ENOUGH TO BEND DAFFODIL LEAVES
SK-II & EVOLVE MEDIA FRAGRANCE IDEAS Evolve Media will create an always-on content strategy for P&G fragrances, featuring ownership of key properties, site features and turnkey editorial exclusive to your suite of fragrances during Holiday and Valentine s Day 2016. This allows P&G to rotate co-op partners in a turnkey manner and streamline the approval process into Evolve Me- dia score brand equities, creating a deep connecting between our audience and P&G s brand messaging. You re always there for them P&G is always here for you. 5
