Kylene Campos Tackles Social Norms Through Storytelling

Kylene Campos is a seasoned marketing executive who has spent her career understanding and addressing human tension in social norms. As SVP of Tapestry Asia, she previously served as Global Operations Leader and Chief Marketing Officer for SK-II at Procter & Gamble. Her work focuses on the person beneath the consumer label, often a woman carrying social expectations.

Campos' philosophy is to tackle these pressures head-on through storytelling. She co-created the Marriage Market campaign with her team, which became one of the most-watched pieces of branded content in China. This effort aimed to shed light on the societal expectation of women being married by 27, labeling them 'sheng nu.'

The campaign's success was not solely due to its execution but also because Campos and her team worked tirelessly to make it a reality within their organization. They sought clarity, truthfulness, and emotional depth in their storytelling, ensuring that the narrative resonated with their audience.

Campos' approach is built on courage, which she defines as telling human stories that feel real to consumers and need to be told. Her focus is on staying close to the truth of people's lives and handling that truth with care so that audiences recognize it without feeling symbolized.

The ripple effect of Campos' work extends beyond policy changes and movements sparked; it creates space for women to be seen as they are. For her, a story has connected when it begins to move without the brand pushing it, when people share it, institutions respond, or someone gets to live differently because the pressure was made visible.