K-Y
Intrigue
Product Launch Influencer Program
Conversation about
personal lubricant does not readily
take place in public spaces, amongst
strangers, but when Ammo was asked
to amplify the launch of K-Y®
INTRIGUE™ we took on the challenge
to make the product talkworthy. Our
Peer Influencer program in San
Francisco and New York reached a
female consumer 25-35 years old who
was sexually active, had a
willingness to discuss intimate
topics and actively shared
information on health and beauty.
The INTRIGUE™ Influencer program was
developed to feel like a series of
shrewd glances among people who know
a secret and are excited to share
it. The key to creating this brand
connection was the Intrigue
Concierge, a woman who mirrored our
target, and set the mood with a
communication style where sex and
sensuality could be discussed in a
fun, exciting and positive way.
The experiences our VIPs enjoyed ranged from
an intimate kick-off party full of
champagne, food and fun, to a house party
featuring a sensual theme of their choice.
Through partnerships with wine experts,
personal chefs, |
sex educators, sensual dance instructors and
spa professionals, the parties mirrored the
sexy, explorative and empowering nature of
K-Y® INTRIGUE™.
To formally
launch the brand in February, Ammo produced
gala events where media and lifestyle
Influencers joined the program participants
and their guests to experience an immersive
K-Y® INTRIGUE™ event including celebrity
hosts, sensual performance art and a
lingerie fashion show.
A total of 52 Influencers and 562 house
party guests had direct, ongoing experiences
with the brand, and more than 1,100 people
attended the launch parties.
From pre-
and post-program surveys, we found 73% of
participants reporting their impression of
K-Y® was “much more” positive, weeks after
the program and they connected K-Y® with
indulgent, feminine brands like Sephora,
Godiva and Victoria’s Secret.
Based on the survey data,
Influencers and event attendees spread the
INTRIGUE™ story to more than 16,744 people
over the ensuing months, surpassing the
original client-defined goal by 135%. |
“For the INTRIGUE™ launch
program, we really appreciated Ammo’s
capability to make K-Y® into something
‘talkable’,” said Rebecca McCuiston, a
product spokesperson, to the San Francisco
Business Times. “Intimacy is, well,
intimate, yet Ammo was able to find women
who were as passionate about lubricants as
the brand. We continue to be amazed by the
results and conversations that were started
at the consumer level.”
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