A key plotline of season two is Frankie’s quest to bring her personal project – an organic lubricant made from yams – to market.  So instead of promoting the show, we took her product, “Say Grace,” to market by creating the first-ever sex themed Goop issue which explored the benefits of a nontoxic lubricant.

In addition to the traditional research tools, we developed a custom study through our proprietary research tool, along with focus groups, to explore passions of our W45+ audience and uncover their most trusted media environments.

o Their most important priority in life was health and wellness

o The plotline in the show that resonated most among our target was “reinventing yourself at any age”

o This target can’t live without TV and Digital, but they are not socially active so we needed something that created conversation without reliance on our group as advocates

The inaugural Goop sex newsletter opened with a foreword penned by Gwyneth herself, describing the shared enthusiasm for a non-toxic lubricant between her and Frankie. This was followed by a Q&A with a renowned LA doctor discussing the health benefits of an all-natural lube, and finished with the best gold dildo to buy and LA erotic theater to visit.

Due to the modest media budget, digital was the only channel we could afford. Because of the impact we made, the digital campaign spilled over into TV and print.

We launched the campaign on 5/5/16 and ran through 5/30/16, in order to strategically spur a swell of conversation while the show was available to drive a sense of urgency to stream it on Netflix.

The campaign rolled out across the U.S. starting with our Goop newsletter, igniting a social phenomenon that earned coverage across our audience’s favorite media destinations.

This partnership created waves across the media ecosystem with 51 press mentions, not only on digital but also across TV and print. Gwyneth was so genuinely excited about this partnership she proclaimed it as “f*&^ing awesome” and talked about it everywhere, even bringing it up on Chelsea Handler’s talk show.

Proof that our media thinking was spot on, the natural lubricant Gwyneth Paltrow sold on her site as a part of this partnership sold out in less than 24 hours.

With our smart media thinking and skillful negotiations, the yam lube campaign drove 390MM social impressions, 9.1x more than our paid media. This cemented our success by not only achieving massive social buzz and earned media, but also creating a moment of joy by entertaining our core audience.