Bring Digital’s risqué content marketing campaign for Ann Summers — which involved encouraging the general public to embark on a month-long sex position challenge earlier this year for couple’s appreciation month — won three prestigious marketing industry awards this week.
The 30 Day Sex Position Challenge campaign came out on top in the following categories:
- The Drum Content Awards – Best Retail Content Marketing Strategy/Campaign
- CIPR PRide Awards – Best Use of Content
- Northern E-commerce Awards – Best e-commerce search/marketing campaign
Bring Digital worked with the Ann Summers marketing team to launch the campaign for Couple’s Appreciation Month in April. Each day throughout the month, they released a new sex position for couples to try, which they could follow on social media and the Ann Summers blog.
The 30 Day Sex Position Challenge quickly went viral and was featured in some of the UK’s biggest publications including Cosmopolitan, Metro, Daily Mail, Buzzfeed and LadBible. In total, it was featured on 89 websites and was viewed by almost 3 million people.
Speaking about the logistics behind the campaign, Bring Digital’s managing director David Ingram said:
“The main hurdle was ensuring the content was media-friendly enough to get coverage, so the team decided to portray the different positions using wooden dolls. This actually became one of the main reasons the campaign was so successful – the playful imagery could be easily used by tabloid press and popular social media sharing communities.
“Some positions were rated easy, some were hard, and some were downright brave. But, at the centre of it all was a positive message to women in the UK to feel empowered in their sex lives, because that’s important to who Ann Summers is as a brand.”
The CIPR explained why they chose Bring Digital’s campaign as the winner of the ‘Best Use of Content’ category:
“Bring Digital cleverly used a creative idea, simple yet brilliantly executed, to deliver content which delivered outstanding reach and results. Walking the very fine line between shareable content and adult-only material, they secured paid, earned, owned and shared impacts with incredible success, all on a very limited budget and with mighty impressive traffic to their business website. Outstanding work!”
The campaign has also made it to finalist stage at the Northern Marketing Awards and UK Search Awards, which are yet to take place.