being first usually means solving problems others aren't even looking at.

SK-II: YouTube Channel

Developing the first purchase enabled YouTube brand channel... Ever.

While tasked with redesigning SK-II's global website we noticed problems with the brand presence on YouTube as well. SKII was buying enough media in 9 of their 11 markets to have full custom pages but they only had one. On top of that, every page looked and was structured completely different. This was a time when brand channels were used primarily as a repository for content. I wanted ours to be more.

As the Global digital lead, I wanted to have a clear and consistent global digital presence while maintaining the flexibility to show our regional specific content. So a template was designed that could work across the 9 custom markets and content structure that would work across all 11.

Product recommendations were synced with content being watched and for the first time on YouTube, purchases could be made directly through our region-specific online retailers.