SK-II picks Huge as digital agency

SINGAPORE - SK-II is partnering with Huge on strategy, user experience, design and analytics for a variety of projects including website design, marketing campaigns and innovative new technology.

The regional work will be driven out of Huge’s office in Singapore.

“Huge's user-centric design approach is so perfectly aligned with our brand's philosophy on digital transformation,” said Kaisy Mae O’Reilly, SK-II global digital transformation leader and associate brand director, who also cited the agency's "obsession" with getting user experience right.

She added: “Fundamentally, this is what we believe will make the most impact in the digital space and this shared value with Huge makes for a truly exciting partnership.”

Huge will reimagine the brand’s digital presence and create best-in-class experiences customers will really love, said Martin Riley, MD of Huge’s Singapore office.

SK-II was recently in the news after it released a powerful TV commercial about China’s 'leftover women'. The ad, by Forsman & Bodenfors, struck a nerve and went viral, receiving over 2 million views on YouTube and almost 3 million on Chinese video site Youku.