| Title | BEESEXUAL |
| Brand | PORNHUB |
| Product/Service | PORNHUB |
| Category |
B01. Websites / Microsites |
|
Entrant
|
BETC Paris, FRANCE
|
|
Idea Creation
|
BETC Paris, FRANCE
|
|
Production
|
EDDY Paris, FRANCE
|
|
Production 2
|
GREEN UNITED MUSIC Paris, FRANCE
|
Credits
| Stephane Xiberras |
BETC |
CCO |
| David Martin Angelus |
BETC |
Creative Director |
| Thomas DEFERT |
BETC |
Art Director |
| Olivier MILLE |
BETC |
Copywriter |
| Nicholas BAKSHI |
BETC |
Assistant Copywriter |
| Karim NACEUR |
BETC |
Global Head of TV Production |
| Arthur CANTIN |
BETC |
TV Producer |
| Oliv&Tom Oliv&Tom |
Oliv&Tom |
Director |
| Corry VAN RHIJN |
BETC |
Producer |
| Jean-François BOURREL |
BETC |
Producer |
| Justine SAUTREY |
BETC |
Line Producer |
| Emilie WALMSLEY |
BETC |
Animation |
| Devin KARRINGTEN |
BETC |
DOP |
| Ronan RIGOUSSEN |
EVEREST STUDIO |
Post Production |
| Pauline MARIE LOUISE |
General Pop |
Post Production |
| Benjamin BOUCHARD |
N/A |
Editor |
Background
Nature relies on bees and other pollinators to have sex and breed. But with bees dying off at alarming rates, our entire ecosystem is in jeopardy. Which is why we partnered with Pornhub to create BEESEXUAL, a whole new genre of porn dedicated to saving the bees. With the help of some of porn’s biggest stars, we turned short videos of foraging bees into what they really are: funny, kinky, nature porn. To launch the campaign, we created a PR video, and sexy banners, plus pre-rolls on both Youtube and Pornhub, all driving to the dedicated BEESEXUAL page on the Pornhub website, where Pornhub donated to bee-saving charities for every view on the bee videos. In the end, the campaign garnered over 500 million media impressions, with nearly 2million views on the bee videos, placing it in the top 10 porn channels on the world’s biggest porn site.
Describe the strategy
In a world where sex and sexual activity can so often be condemned and stigmatized, Pornhub wanted to remind people that sex is natural, fun, and, fundamentally necessary to the survival of the planet. So instead of standing idly by while the bees –the most active members of mother nature’s sex life –died off, we decided to do what we do best: make some amazing porn to show just how great those bees are at getting busy. Our unique brand of sex-positive messaging aims to take the archaic feelings of shame and guilt out of the experience of watching not just bee porn, but all porn. And by tailoring the level of explicit sexuality (X-Rated, NSFW, SFW) depending on where the viewer first interacted with the campaign, we made sure to speak to people in a way that was appropriate to their specific place and time.
Describe the execution
The campaign launched one week before earth day to ensure maximum exposure at the exact moment people were thinking about how they could help the planet. With almost no paid media, it was an instant viral sensation. The launch video, posted to Pornhub’s Youtube channel -as well as directly to the social media feeds of our featured porn stars -received over 6 million views in its first week. From there, it traveled by word of mouth across 5 continents.
List the results
In total, the campaign received a whopping 500,000,000 media impressions, with over 6 million views on the launch film and nearly 2 million views on the bee videos. With over 6 million hits on the landing page, Beesexual reached the top 10 most popular channels on Pornhub, the world’s most popular porn site. The total impact of the campaign was valued at over 6 million euros in earned media.But most importantly,in one week,the campaign helped raise donations for our bee-saving associations by 4000%. We think Forbes put it best when they said, “Pornhub is once again behaving better than mostcorporations these days, reaching out to our hearts and minds rather than just our genitals in order to bring awareness to something that is damaging this world.”