Safely unlock pleasure… anywhere / Top-selling competitors like Ritex and Durex are outpacing Billy Boy for market share and promoting similar messages of protection and consent. Billy Boy stands out by not only spotlighting a significant issue but also providing a solution.
Even if the app has limitations – 71% of app users churn in the first 90 days of downloading an app – the brand is nevertheless addressing a timely issue by drawing attention to a new and vital form of consent. Furthermore, rallying behind a social cause earns Billy Boy diverse media coverage and publicity, sharing their message beyond the regional campaign.
Focused on women / This project is just one of several ways that Billy Boy has made efforts to increase positive perception and brand awareness among young women. It launched the brand DU&ICH (You&I) in 2022, positioning the condom line as hormone-free birth control for young, sustainably minded couples. The brand’s website also features sex ed articles such as ‘Sex During Your Period’ and ‘Porn vs Reality’, topics typically concerning young women. And in 2023 Billy Boy rebranded with the guiding mantra ‘Here For You’, encouraging customers of all gender identities to turn to the brand for both lighthearted pleasure and with questions, doubts, and fears.
The Camdom app Billy Boy addresses a problem primarily impacting young women: 90% of reported revenge porn victims are women and 68% are aged 18-30. As such, by equipping women with tools and information, it is establishing itself as a female-friendly partner when it comes to sexual health. It is also decreasing stigma around women engaging with and purchasing condoms: a 2017 survey from Indiana University found that while 68% of women either ‘strongly disagreed’ or ‘disagreed’ that it was a man’s ‘responsibility’ to provide condoms, only 18% of women polled had recently purchased condoms.
