iCrossing UK

iCrossing is a digital marketing agency that works with businesses to create a real step-change.

Brighton, United Kingdom
Founded: 1997
Staff: 640
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Skills
Paid Search
Social Media
Search Engine Optimization
Digital Marketing
Display
Paid Social
Paid Media
Digital Strategy.
Technical Consultancy
Content

and 6 more

Clients
Barclays
Visit Wales
White Stuff
LG Electronics
L'Oreal
Bridgestone
PepsiCo
Virgin
Hearst
aldi

and 19 more

Sector Experience

Automotive
FMCG
Retail
Travel
Pharmaceutical
Finance
Luxury
b2b
sports and technology
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Shiseido - Global content strategy

by Emma Potter

Delivering a global content strategy to attract and engage a millennial audience, achieving 2M social interactions over multiple handles.

The challenge: Connect to a new, much younger audience

We had to find a way to connect one of the world’s oldest and most respected luxury brands with a much younger audience. An audience that also often believed the brand was designed specifically for Asian skin, which meant many didn't typically opt for the skincare product range.

What we did: Create a space where east meets west

For Shiseido, we created an innovative and globally relevant content strategy to target millennials worldwide. Enter: Ginza Edit, a new online content destination.

A key component was to explore Shiseido’s rich heritage and authority in the beauty space to build the foundation of our content strategy. We developed three content pillars - inspire, evolve and educate - that would speak to and motivate Shiseido’s target audience, and solidify their reputation as the Japanese beauty brand.

Client testimonial:

“From the early strategy phases all the way through to ongoing planning and production, their beauty content is now live and translated in approximately 12 languages across the globe. iCrossing has been a great partner to me and the team at Shiseodo HQ in Tokyo, not only showing a keen understanding of the beauty sector, but a great willingness to dive into the culture and history of our company to elevate our communications.”

~Nic Tanner, Global Content Marketing Manager, Shiseido

Tags

Content Marketing
Content Creation
Content Strategy

Clients

Shiseido