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Ann Summers

Ann Summers · Case Study



Leading lingerie and erotic retailer, Ann Summers, was in need of new creative campaigns that would generate national coverage, secure authoritative links and help achieve SEO objectives. 


  • Strong focus on online PR and creative content
  • Increase visibility on search engines
  • Drive brand awareness


Jaywing PR was asked to work closely with our friends at Epiphany to develop intelligent online PR campaigns that would result in links back to the website.

As a result, using our understanding on the type of content that Ann Summers’ target audience consumes and what our target publications like to feature, we initially launched our ‘Kinky Demographics’ campaign which looked into adults across the UK’s favourite sex position, their use of sex toys and also some of the naughtiest places they’ve done the deed. Coverage and links were secured in publications including Esquire, FHM, The Mirror, The Express and The Independent.

Soon after, we were asked to come up with an innovative idea to help support the launch of Ann Summers’ new ‘Moregasm’ range. As a result of a nationwide survey and with the help of Epiphany’s very talented design team, we created both a video and graphics of a mathematical formula to the perfect orgasm.

The graphics and video appeared on a range of high profile publication websites, including The Metro, Yahoo, FHM and Good Housekeeping, all of which included links.



24 pieces

high profile coverage

247 million

consumers exposed to brand

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