Ayima is proud to announce that they, in collaboration with Dynamo PR, were presented with a Gold medal for “Best Opportunist Marketing” at the #DoDifferent Awards last night for their “Athlete Abstinence” campaign on behalf of client Adam & Eve.
Presented by The Guardian and the Marketing Agencies Association, the #DoDifferent Awards celebrate champions of innovation and originality. Opportunistic marketing is a frequently used tactic for agencies, with brands wanting particularly to take advantage of seasonal events such as Christmas or Valentine’s Day.
However the competition amongst brands to take advantage of these dates often makes it a risky tactic to try and break through the media and make significant impact. Unless of course there is a strong story and relevant campaign that makes sense to the target audience.
Digital marketing agency Ayima was challenged by US adult toy retailer Adam & Eve to increase their overall brand awareness, boost search traffic and reach a new audience of millennials. Inspired by the previous stories surrounding the large number of condoms delivered to the 2012 Olympic village, Ayima and Dynamo decided to use the Rio Olympics as a hook to look at how athletes’ performance was affected by sexual activity, or abstinence. The result was the award-winning campaign dubbed “Athlete Abstinence”.
We know we have strengths in SEO and Content Marketing, but we’re also not averse to enlisting the help of other specialist agencies when big campaigns come around”, said Ayima Managing Director, Nicky Applegarth. “We joined forces with Dynamo PR to help craft compelling content that would attract the world’s media like moths to an Olympic flame.
In early 2016, the agencies put together plans for an accessible, yet insightful study on the relationship between sex and athletic performance. They wanted to find out if Usain Bolt should conduct his infamous Olympic Village antics pre- or post-race. 21 college-level athletes were subsequently put through their paces by internationally revered athletic coach Dr. Mike Young.
Basing the campaign on a proper scientific study, the two agencies legitimised the connection to the games and were able to connect Adam & Eve with the world’s biggest sporting event, up against multi-million campaigns of household names. Paul Cockerton, co-CEO of Dynamo PR was very pleased with the data:
The results were enlightening, showing a clear correlation between the perception of sex on performance and the actual test results. This gave us the ammo we needed to craft a story ahead of the world’s biggest sporting event.
The first piece of coverage came the week before the Rio opening ceremony and the story continued to gather pace, hitting #1 on BuzzFeed Trending during Super Saturday – generally considered to be the peak moment of the games.
Additional articles from highly cited publications such as Maxim, Women’s Health, Cosmopolitan, Glamour, MSN and Yahoo! offered 14,000 shares from social profiles with a combined reach of over 50M. Kristina S Smith, Director of Channel Marketing & Site Optimization for Adam & Eve was chuffed with the outcome:
It’s not every day you receive an email from your agency saying that your content article is #1 on Buzzfeed. Or on the home page of MSN. Or on the homepage of Yahoo…but I have, and I have to say that it’s an amazing feeling!
With their focus on high-quality, earned content, Ayima and Dynamo met and then exceeded expectations. Commenting on the award, Ayima CEO Mike Jacobson said,
We always knew that the combination of sex and sport was ripe for creative expression. The campaign produced a truly satisfying outcome for our client and receiving the award is the cherry on top.
Ayima provides data-driven marketing solutions to some of the world’s biggest brands, we blend talent, technology & data to achieve spectacular results. Operating out of 7 offices in 5 countries we employ 140 staff who are dedicated to delivering best in class service alongside cutting edge data marketing strategies.
Ayima’s philosophy after 10 years still stands that empowering our team to think creatively and arming them with data and technology to deliver cutting edge strategies we can provide our clients with the ability to stay ahead of the game in the digital marketing landscape.
Dynamo is an award-winning consumer, technology and digital communications agency offering PR, social and SEO services for clients that range from ambitious start-ups to international brands. With offices in London and Silicon Valley, Dynamo was launched in January 2011 and now has 26 staff based worldwide.
Dynamo focuses on generating creative responses to clients needs, providing strategy and tactics focused to achieve client results. Having won 10 industry awards in the past 2 years, including picking up awards for PRWeek’s Best Places to Work, a Global PR Week award for media relations and Best Search Strategy at the Brand Republic Digital Awards.