K-y Promo, Case study HAPPY COUPLES by UM

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market United States
Agency UM
Released March 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: J&J KY
Product/Service: OTC
Date of First Appearance: Mar 1 2010
Entrant Company: UM, New York, USA
Senior Vice President, Global Strategy Director: Michael Knopf (UM J3)
Brand Supervisor: Caroline Crowell (UM J3)
SCP, Managing Director Activation: Tara Poto (UM J3)
Senior Vice President Creative Director: Brendan Gaul (UM J3)
Vice President Activation Director: Jill Gorecki (UM J3)
Consumer Promotion Manager: Eileen Hans (JnJ)
Associate Brand Manager: Melissa Minehan (JnJ)
Group Brand Director: Susan Tang (JnJ)
Information Technology Manager: Mary Pauline Murphy (JnJ)
Public Relations Manager: Yukela Williams (JnJ)
Media placement: Online Contest - Online Forum/hub - March 1, 2010

Insights, Strategy & the Idea
Despite what we see and hear, sex can be the bond that holds relationships together for the long haul. After a decade of growth, K-Y sales had started to falter. By year end 2009, sales were down 23% vs. the prior 6 months. In 2010, our biggest objective was to halt any further declines – no easy task given our budget was down 11%. We needed to get people in committed relationships to get more intimate more often. We sought out to show sex as a healthy part of relationships and to change the public’s perception of it as a purely physical act. Research told us that in today’s world, couples were finding themselves with less time for intimacy. We discovered that the majority of modern couples were caught in the following cycle: Less time = Less Sex = Relationship Friction = Even Less Sex = Even More Relationship Friction

Creative Execution
We developed “Couples Place,” a social hub on Facebook designed to be the place to go for relationship therapy. It was a place where couples could go to get guidance and inspiration for keeping intimacy alive. The hub contained many articles on relationships and intimacy written by a breadth of experts. To drive couples to the hub we ran advertorials in Time Inc. publications (People, In Style) and on their websites. Couples were encouraged to submit their story to win the title of “America’s Top Couple”. More than 2,800 couples submitted and the three finalists were featured in K-Y advertisements. Happy couples were given a forum to tell and share their stories. For couples in less happy relationships, reading inspirational stories was just what the doctor (therapist) ordered. They helped normalize the challenge of keeping intimacy alive and highlighted how important sex and intimacy are for maintaining healthy relationships.

Results and Effectiveness
By offering up free relationship therapy to couples the country over, we achieved great things.

- We helped to paint a healthier, more normal picture of sex and intimacy for more than 30,000 couples, and we made our competitors look rather shallow in the process.
- We not only stopped the decline in sales, we managed a 12.9% increase in sales for the campaign period, compared to the same time period in 2009.
- Oh, and we won a GLAAD Award for the campaign without even entering a submission – a great indication of just how top-of-mind this campaign was.