In the U.S., branded content with sexual overtures specifically coming from sex brands is strictly regulated and censored. On the cinema side, all content needs to fall into the family-friendly category, meaning it cannot include references to condoms (as they are a form of contraception) or vibrators. There is not one specific set of rules, but rather suggested guidelines, and the ultimate decision is left to the company running the content. Certain social networks and platforms also adhere to similar guidelines when approving branded content for distribution.

From start to finish, we owned creative and managed production, including script development and the casting of MTV’s “Girl Code” director, Laura Murphy. We wanted to reach women nationwide, encouraging cross-platform social engagement and leveraging Trojan’s owned channels with custom hashtags and sponsored content. We implemented a mixed media strategy, including earned outreach and paid amplification of social posts to reach bedrooms across the country.

In just 10 days, we dominated the conversation:

- 2/3/15: video launched with a New York Post feature, and on Trojan’s YouTube channel and Facebook page; paid Facebook and Twitter promotion pushed video to the top of our target’s feeds

- 2/10/15: homepage feature video goes live across all three brand-owned websites; promoted via email blasts

- 2/12/15: sponsored content on YourTango released

- 2/13/15: :15 movie trailer released before R-rated movies in 900 theaters nationwide

A rapid-fire 10-day campaign proved that “50 Shades of Pleasure” was the perfect response to “50 Shades of Grey.”

Campaign highlights included:

- 3.59MM views

- 428MM media impressions and 165 press pieces spanning outlets from Vogue to USA Today to Perez Hilton

- Headlines lauded Trojan’s parody as the perfect response to “50 Shades of Grey”

- 70% increase in website traffic with almost 90% coming from new visitors

- Increase in product sales the week of Valentine’s Day

- 190% increase in search during Valentine’s Day

- Twitter: 70% increase in followers, 7,704x more engagement overall, 4,690x more impressions per brand post

- Facebook: 308x more sharing per brand post with 6,265 shares. 105x more likes per brand post.

- Trojan’s “How to Make 7 ‘Fifty Shades of Grey’ Sex Acts” branded article gained 25K page views on YourTango alone

- Trojan even secured the #2 spot on Adweek’s Top 5 Commercials of the Week

- :15 cinema trailer delivered 11MM impressions