The work marks a new chapter for Smyle as its first global multi-channel campaign. The UK creative agency has gone from strength to strength in recent years with a growing content and strategy practice alongside its long-running physical and digital experiential offerings.
Based on new research into female perceptions of power and judgement, Smyle creatively developed the My Power campaign by connecting the MaiLi brand to a critical societal issue. My Power highlights the barrage of conflicting rules and messages women receive about their appearance, body, and choices every day.
On behalf of Sinclair, Smyle commissioned a survey of over 10,000 women*, demonstrating that 97% believed women face judgement for their appearance, and nearly two-thirds (61%) had faced negative comments or abuse for their choice to have injectable dermal filler.
Following this study, Smyle worked with the MaiLi team to create a campaign covering social media channels, influencer marketing, digital paid media, events, PR and an updated brand website. The creative agency designed the content strategy and assets, including an anthem video, photography and graphics.
The nine-month campaign targets consumers, particularly women over 35, and medical practitioners in the United Kingdom, Germany, Spain, Saudi Arabia and the United Arab Emirates, whilst also shared across global platforms.
MaiLi is part of Sinclair, an international company operating in the fast-growth global aesthetics market.
Sinclair is a values-driven organisation, and we've found a good partner in Smyle, helping us think beyond what MaiLi does into what the brand authentically stands for. The My Power campaign is about a conversation that truly matters to this team and, we believe to the world. We're proud of the work and excited to see how it resonates.Lee Anne Evans, Global Head of Brands Injectables & Threads at Sinclair
Following an initial strategy workshop with Sinclair, our relationship was built on trust, allowing us to create a campaign that authentically seeks to make a difference. It has been incredible to see a poignant insight come to life with compelling survey results demonstrating the need for a societal shift. Our creativity has been the driving force behind My Power, and it’s been great to use such a breadth of Smyle resources across strategy, design and moving image.Emma Gardner, Executive Design Director at Smyle