SITUATION
K-Y turned to MS3 to help re-position this brand with a new product targeted at women in their 30s.
Strategy
• Develop and execute a sampling program that focuses on romance and intimacy shared between couples
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Hand-to-hand sampling used geographical targeting in Southern California
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Integrate a promotional overlay that engages couples to interact with the brand and drive CRM data capture
• Create strategic online partnership for program support, leveraging brand FSI to share with media partner to generate online media equity.
• Create a custom music CD as an on-pack gift with purchase. When the CD is used in a computer, it drives users to the K-Y website, where they can register for ongoing dialog from the brand
Results
• 15% lift in market sales
• Partnership marketing generated media exposure in top women's sites, tripling the brand's initial investment.
• Nearly 50,000 samples of K-Y Ultra Gel have been requested online.
• Nearly 30,000 CDs were included in a retailer-specific program with Wal-Mart
