SKORElaunches a bold new campaign to showcase the wide range of Pleasure product offerings by the brand.
- The new digital campaign involves social media and influencer marketing, digital films and media, and branded content.
The ‘Get Naughtier’ campaign is conceptualized by
The insight behind the campaign is based on sales data and social media chatter that shows couples were, more than ever before, willing to explore intimacy and try out new products. SKORE is the youngest and one of India’s largest condom brands and is the only Indian brand to have such a wide portfolio of diverse offerings. The brand recognized this as an opportunity to raise awareness about their extensive range of products through innovative and bold digital content.
Speaking about the campaign
Aalap Desai, National Creative Director, isobar India says, “The category, though creatively fertile, invariably invites a lot many restrictions and censor from mainline media. I am just thrilled that the client was willing to explore a digital only eco-space to market such never-before advertised products. Not only are the media touchpoints relevant to the consumers for whom the products are meant for, but also it’s one of those rare & truly integrated campaigns covering content, social media, performance, influencer marketing and OTT films via a singular narrative. In a way, the challenge thrown at us by the mainstream media only egged us to think naughtier!”
The integrated digital campaign aims to generate buzz over multiple touch points cohesively for maximum impact. The social media content drives engagement through interactive content encouraging brand awareness among the target audiences through active participation. A large-scale sampling activity via social media contests and other activities are also undertaken to create familiarity with the product offerings.
Two digital films that support this campaign encourage audiences to explore their naughtier side for a happy well-rounded life. The films showcase the range of SKORE products and feature young couples ending up in humorous situations after using the products. These films use subtle humour and relatable cast to put across the brand’s proposition to ‘Get Naughtier’.
The campaign aims to drive up the conversational quotient further with branded content pieces in association with platforms like Alright and LBB. Through this kind of synergy in content pieces, the brand plans to seamlessly weave itself within the lives of young couples and make them realise what they can simply not afford to miss out in their bedrooms!