K-Y's racy Instagram challenge seeks 'chief pleasure officer'

Brief:

K-Y, the brand of intimate lubricants made by Reckitt Benckiser, is challenging women to share "resting pleasured face," or RPF, selfies on Instagram for a chance to be named "chief pleasure officer," according to an announcement. The contest runs through Feb. 15, the day after Valentine's Day, with a winner to be named on Feb. 25.
The brand released a "pleasure service announcement" (PSA) video starring Ashley Iaconetti, who appeared on ABC's "The Bachelor," to introduce the idea of RPF, defined as the "beautiful, satisfied, after-sex glow from having great, pleasurable sex with K-Y lube."
To enter the challenge, women must post a selfie with an #RPF hashtag to the @KY_brand account on Instagram. The first 5,000 women to post selfies will receive a code to claim free K-Y products, and the winner of the chief pleasure officer title will receive a year of free products, gift cards and exclusive experiences, according to the contest rules.

Insight:

K-Y's racy social media challenge will test the willingness of women to post #RPF selfies to Instagram, a hugely public forum that reaches more than 1 billion people worldwide. K-Y's account only has about 2,800 followers, a possible indication of consumer hesitance to associate themselves with a brand of intimate lubricants. However, the campaign's campy tone may catch on and go viral as women share their selfies, even if ironically, and urge others to join in.

K-Y isn't alone in creating adult-themed campaigns for Valentine's Day. Burger King in Israel three years ago sold "Valentine's Adult Meal" boxes for customers 18 and older. Each package contained two Whopper sandwiches, two French fries, two beers and an "adult toy," as a video from ad agency Leo Burnett showed. The promotion received worldwide publicity for the burger chain.

Social media challenges have soared in popularity over the past few years — especially on Instagram, Twitter and newcomer TikTok — as brands aim to engage younger audiences who prefer to consume media on smartphones. Chipotle Mexican Grill, Dunkin', Uber Eats India, Kind Snacks and Mucinex are among the brands that have created branded challenges on social media in the past year.