We developed “Couples Place,” a social hub on Facebook designed to be the place to go for relationship therapy. It was a place where couples could go to get guidance and inspiration for keeping intimacy alive. The hub contained many articles on relationships and intimacy written by a breadth of experts. To drive couples to the hub we ran advertorials in Time Inc. publications (People, In Style) and on their websites. Couples were encouraged to submit their story to win the title of “America’s Top Couple”. More than 2,800 couples submitted and the three finalists were featured in K-Y advertisements. Happy couples were given a forum to tell and share their stories. For couples in less happy relationships, reading inspirational stories was just what the doctor (therapist) ordered. They helped normalize the challenge of keeping intimacy alive and highlighted how important sex and intimacy are for maintaining healthy relationships.

By offering up free relationship therapy to couples the country over, we achieved great things.- We helped to paint a healthier, more normal picture of sex and intimacy for more than 30,000 couples, and we made our competitors look rather shallow in the process.- We not only stopped the decline in sales, we managed a 12.9% increase in sales for the campaign period, compared to the same time period in 2009.- Oh, and we won a GLAAD Award for the campaign without even entering a submission – a great indication of just how top-of-mind this campaign was.