One positive thing we can say about the lockdown which has occurred due to the coronavirus COVID-19 global pandemic – porn is up and the Reel 360 team is down. SKYN condoms has teamed up with award-winning agency Sid Lee Paris to launch a new social media marketing campaign that celebrates staying at home with someone you love.
Using the hashtag #Stayand F***athome, the New Jersey-based lifestyles brand has enrolled two prominent porn stars, Stoya and Dale Cooper, to encourage consumers to embrace a more human and emotional connection and not to rely solely on porn when it comes to sex education.
The reason? According to the 2020 SKYN Sex & Intimacy Survey, more than half of male respondents (67%) learn about sex from porn, often providing a misleading image of sex and pleasure. Centered on the idea that there is a large gap in sex education, and that porn does not always accurately depict intimate experiences.
“Porn is asked to fill the gap left when sexual education is lacking,” said Cooper. “All sex education cannot be thrown on porn, but at the same time, porn could play a bigger role – instead of just focusing on penetration, porn can discuss barrier use, show actors putting on a condom, etc. I appreciate SKYN’s mission that foreplay is a super important part of intimacy and it often gets cut when it comes to mainstream pornography.”
Eighty-five percent of the survey’s respondents agreed that foreplay is necessary, yet according to Pornhub, half of viewers skip to the first action, and a third skip directly to penetration.
“At SKYN we pride ourselves on being a brand that not only provides a variety of products to aid in intimacy, but a brand that promotes real emotional connections,” says Nicolas Woussen, SKYN Global Brand Manager at LifeStyles Healthcare.
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“While foreplay is a key pillar to any sexual interaction, it is often overlooked in pornography, where unfortunately many young people are getting their education from. We need to change consumer behavior and promote more intimate and real connections,” adds Woussen.
Additional content includes a daily ‘pleasure calendar’ posted over the next few weeks, as well as messages such as, ‘When you can’t touch others, touch yourself’ and, ‘Quarantine giving us one more reason to moan.’
The brand states, “This initiative advocates for ways to make the best of the situation and reminds us that we can turn restrictive measures into something that brings us together.”
The new campaign is just the latest example of a marketing strategy that has adapted to the boom in social media usage, which is leading to higher advert impressions for marketers, according to Mobile Marketer.
Indeed, Instagram has seen a 22 percent increase in campaign impressions, while TikTok has seen a jump pf 22 percent.
CREDITS:
CLIENT: SKYN
- Vice President Global Marketing: Matthew Groskorth
- Global Marketing Strategy Director: Marta Toth
- Global Brand Marketing Manager: Nicolas Woussen
AGENCY: Sid Lee Paris
- President: Johan Delpuech
- Executive Creative Director: Sylvain Thirache
- Creative Directors: Céline and Clément Mornet Landa
- Art Director: Romain Lehur
- Copywriter: Julien Sens
- Copywriter: Kim Froissant
- Head of Production: Thomas Laget
- Producer: Marine Redon
- Head of Social Media: Alexandre Ponte
- Social Media Manager: Jeff Deconchat
- Head of Strategy: Bruno Lee
- Strategic Planner: Patrice Zamy
- Managing Director: Mehdi Benali
- Group Account Director: Héloïse Marchal
- Account Managers: Trisha Mitra & Paul Pieuchot LifeStyles – SKYN
PRODUCTION: Cream
- Director: Sergi Castella
- Producer: William Blanc
- Line Producer: Boris Briche
MUSIC: benzēne
Music: “Choose Me” by The Debonettes, courtesy of Numero Records and Kobalt Music
SOURCE: SKYN
