Overview
LifeStyles has a history dating back to 1905 when Eric Ansell first started making condoms in Richmond Australia. Today LifeStyles is a Global leader in the sexual wellness sector, comprising a broad range of condom, personal lubricant and other related products. 5W was tasked with reinvigorating the brand's annual sex survey to create a strong earned media program that differentiates the brand among competitors. Through informative, eye-catching statistics 5W aimed to target audiences and amplify the brand's position as a category leader.
Strategy
Challenged with elevating the annual SKYN survey to be a more meaningful tool for media and consumers, 5W developed a strategic PR plan to re-energize the survey and find new opportunities to secure earned media. In addition to leveraging key media contacts to help identify the unanswered questions in the category, 5W offered select media the opportunity to field exclusive questions - resulting in a strong mix of survey mentions and full features.
Results
As a result of the team's efforts, 63 placements were secured within the first week of releasing the survey. This resulted in nearly 1 million impressions, a 200% increase from previous launch efforts. Feature pieces secured include Cosmopolitan, Toronto Sun, AskMen, Bustle, and more.
