![A dashboard view of SK-II in China which is an online composite of Brand Awareness, Brand Reputation, Ad Awareness, Buzz](https://cdn.i.haymarketmedia.asia/?n=campaign-asia%2fcontent%2f20160418124231-2png.png&h=570&w=855&q=100&v=20170226&c=1)
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There has been much heated debate about SK-II’s 'leftover women' digital campaign (please see article link below) in China between the above-25s and below-25s. The latter group is indeed torn between trying to meet parental expectations to build a family, while at the same time wanting to marry for love. The above-25s have already chosen their path in life and feel less resonance with the campaign. YouGov's sampling data below shows results from the campaign launch two weeks ago. The metrics suggest that it is effective in brand lift as well as purchase consideration among current and former SK-II users as well as those of their key competitors. Overall, YouGov evaluates this campaign as definitively successful.
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