SKYN Extra LUB Launch Campaign

In order to achieve broader awareness of SKYN Extra LUB among the Japanese LGBT community, UltraSuperNew handled the development and execution of a SKYN-branded Condom Fitting Room at Tokyo Rainbow Pride. It was a successful campaign with cheeky giveaways and bolstered by the appearance of world-renowned Instagrammer, Max Emerson, attracting media attention in Japan and abroad.

We arranged for 3-month brand tie-ups with GENXY, the biggest online magazine covering LGBT issues in Japan. This partnership was an invaluable touchpoint for the target audience to learn more about SKYN Extra LUB’s product features in funny and engaging ways. The articles collectively gained approximately 2.3M views, the highest record for a tie-up in GENXY’s history (as of July 20, 2018), generating massive buzz across Twitter and beyond.

A charity hashtag campaign ran alongside the other creative executions, which resulted in the brand donating 14,443 SKYN Extra LUB condoms to organizations working for the prevention of HIV/AIDS.