Lily Allen x Womanizer Sex Toy Given Innovative Pandemic Proof Launch

How exactly do you launch a critically-lauded popstar as the face of a limited-edition sex toy during a global pandemic? Over the past three months, Stature PR, an integrated communications and events agency and Naughty Step, a creative agency dedicated to motion picture, have worked to do just that.

Joining forces to generate an innovative ‘pandemic proof’ launch model, the two companies delivered a global moving-image led campaign for leading sex toy brand Womanizer, to celebrate the announcement of Lily Allen as their “Chief Liberation Officer”. Working in unison to raise awareness around sex positivity and dispel stigmas around female masturbation, the end goal was to deliver maximum brand exposure for the client.

Efficiently using their time with Allen, Stature PR and Naughty Step produced a high-quality brand film and intimate interview with Lily, all whilst adhering to the new strict production protocols around Covid-19.

The team produced nearly 200 creative assets across video, photography and social media content, with various adapted messaging to respect the cultural sensitivities around masturbation in varying continents and territories. To further ignite the campaign and in a time where face-to-face press events are not just impossible but also no longer the norm, further technological solutions were required. In a chic East London warehouse, a live Q&A event came to life. From set dressing, to hair and make-up, all elements of the day were organised for Lily to spearhead the conversation on female pleasure, with her best friend and TV presenter, Miquita Oliver hosting the virtual event.

Media from around the world were invited to join the live stream and be a part of breaking the taboo on female masturbation, and the new Womanizer x Lily Allen sex toy; the ‘Liberty’ was announced to five territories globally - encompassing hundreds of journalists, with U.N. trained interpreters on-hand to assist non English speakers.

Over the course of 48-hours, one-to-one virtual interviews were organised post stream and the fun, colourful and vibrant event passed without a hitch.

Duncan Purves, Managing Director and Founder of Stature PR commented: “Working on a global launch campaign can prove challenging. There’s a lot of moving parts and even more so when in the midst of worldwide pandemic, but it’s a challenge we thrive off. We were trusted to use our creativity and skillset to launch an exciting new product and highlight the messaging of sexual positivity and female empowerment in a fun and imaginative fashion. Not only did we succeed in delivering a slick campaign, including a brand film, social content and a live media stream but we have got the world talking about sex toys and ending the taboo around female masturbation.”

Rich Peppiatt, Founder and Creative Director of Naughty Step, said: “The creative demand was high but it’s filmmaking journeys such as this - spanning above-the-line film production through to a global live broadcast -  are what define us as such creative forces to be reckoned with.”

Never ones to shy away from a challenge, the past three months of activity have cemented both agencies beliefs that adversity breeds creativity. They are currently engaged with several brands regarding similarly scaled brand activation events. #Imasterbatedoyou

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