K-Y: Moments Like This

The Situation: Lubes or Pleasure Gels had been given a reputation. When people thought “lube” their mind went to porn or trying something they weren’t ready for… K-Y wanted to show that their products weren’t about doing something crazy in the bedroom and that they could make a relationship better.

The Insight: You can tell when couples are having good sex without them ever talking about it. They’re happier, always longing for each other, and you can see that they just understand each other through simple, intimate, everyday moments.

The Strategy / Brief: Showcase the “K-Y effect” by how couples act intimate together in public (without ever showing or talking about sex).

The Idea: Moments like this.

The Results: The digital and social videos became the brands most engaging content because people actually wanted to watch the full, relatable “moment.” The average view rate was 111% higher than benchmark and the engagement rate was 73% above benchmark.

__________

Agency: Genuine

Role: Strategy / Account

Year: 2015