Pornhub, the world's number one adult entertainment provider, wanted to generate brand awareness among the general public while letting people know about their continued commitment to the environment. We based the insight on this fact: Every day, 40 million people visit Pornhub.com and every time they do, they waste valuable electricity.

We decided to launch a campaign to get people concerned about the excessive use of electronics and the amount of energy wasted in the process. But we didn't just want to get people interested, we wanted to give them the chance to give back to Mother Nature by creating an innovative wearable tech device that would help the environment and help us reach general audiences. That's how the Wankband was born, the first device that allows you to love the planet by loving yourself. A wearable kinetic charger that transforms self-pleasure into 100% sustainable electricity.

With no media budget, the PR factor was the key to the success of the campaign. Apart from creating an explanatory video with "viral potential" and a website where people could sign up to become beta testers and learn more about the product, we geared the press release to target technology/innovation and environmental media in order to create a conversation in relevant and legitimate specialized channels and from there take the leap general media outlets around the globe. We also launched a social campaign in Twitter, sending personalized messages to entertainment, political and environmental figures, helping the campaign to go viral.

The digital campaign consisted of a humorous, SFW promo video that worked as viral content to be shared among users; a website, where people can sign up to become beta testers and learn more about the product; a social campaign centered mainly on Twitter, (where we sent personalized messages to celebrities, politicians and environmentalists while maintaining a consistent conversation with users about the campaign) and, of course, the development of the device itself, in it's beta-testing phase.

We also asked users to share their ideas on Twitter with the hashtag #wankband, the best of which being highlighted on the website.

The campaign was a huge success, surpassing all of the client’s expectations. Without any media investment the Wankband achieved worldwide media coverage,appearing in over 300 major news and entertainment channels. In the end, we were able to overcome the pornography taboo and gained 750 million earned media impressions. To date, promotional video has received more than 4 million total views,1.2 million people visited have the website and 120,000 have signed up to become beta testers. Even better, the response on social networks was extensive and overwhelmingly positive with over a million mentions, likes and comments.