• by OMMA Magazine Writers , September 3, 2010

UM
Johnson & Johnson/K-Y, "Facebook K-Y Couples"
SOCIAL: USE OF A FAN PAGE

K-Y wanted to position the brand as the "Healthy Intimacy Expert," equipping couples with tips and tools to strengthen their sex lives while overcoming the awkwardness of discussing intimacy. First, they launched the campaign with a 24-hour Facebook homepage roadblock on Feb. 5. Then they created a hub called "Couples Place" on Facebook for Valentine's Day, promoted through a partnership with Time Inc., providing mass reach and awareness of the new hub. After the initial launch, K-Y continued to foster ongoing dialogue among the community on the Facebook fan page.