Intriuging the Influencers

In December 2006, our agency was hired to amplify the launch of K-Y INTRIGUE, Johnson & Johnson's first premium lubricant. Our New York and San Francisco-based program reached sexually active female Influencers 25-35 years old, with a willingness to discuss intimate topics and share information on health and beauty.

The Intrigue Concierge, who managed the program, set the mood for sex and sensuality to be discussed in a fun and positive way. Our VIPs enjoyed experiences ranging from an intimate kick-off party to a house party featuring a sensual theme of their choice. With wine experts, personal chefs, sex educators, sensual dance instructors, and spa professionals, the parties mirrored the sexy, adventurous nature of INTRIGUE.

To launch the brand in February, Ammo invited media and lifestyle Influencers to join the VIPs at an immersive 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 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 reported their impression of K-Y was "much more" positive after the program and they connected the K-Y brand with indulgent, feminine brands such as Sephora, Godiva, and Victoria's Secret.

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%.

From the San Francisco Business Times: "For the INTRIGUE launch program, we really appreciated Ammo's capability to make K-Y into something 'talkable,' said Rebecca McCuiston, a product spokesperson. "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."

Credit Information
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Client: Johnson & Johnson (via Ogilvy Public Relations)
Agency: Ammo Marketing
Budget: Undisclosed
Date of Campaign: December 2006 - February 2007