Use the relationship between creators and brands.
Youtube beauty creator is a new breed of the marketing partner to appeal to digital natives as a channel, an influencer, a content creator, and an idol. P&G and Youtube planned the beauty creator tournament in APAC 11 cities for four months to reach the young female audiences. (SK-II's primary target audience were female consumers that are aged 40 and above.)
As a creative director, my role was focused on making participants and local production partners create and share each mission content and event content quickly and effectively in the limited time and budget. We created the global content guideline including the opening by motion graphic, time-lapse scenes of each city view and managed the production of each phase's mission content with Michelle Phan; the top beauty creator has one of YouTube's biggest success stories.
The contest received 1,600 video submissions from 11 cities, got over 6 million views from the mission contents.
