Scrubhub was created at the start of COVID-19 to raise awareness around hand washing. We aimed to create a satirical, safe-for-work version of Pornhub that made washing your hands cool and sexy. We also set out to raise money for our charity partners, Invisible Hands, a non-profit organization delivering groceries and other essential items to populations especially vulnerable to COVID-19, and Frontline Foods, an organization that supports local restaurants impacted by shelter-in-place measures, while feeding healthcare workers on the frontlines of the pandemic.
Scrubhub started as a tweet from Ani's account asking Pornhub to collaborate on the project. From there, Scrubhub was born. In two weeks, creative duo Ani + Suzy (of Amazon Dating) worked with developer Scott Buscemi to re-create the Pornhub website in a safe-for-work way, adding their own playful touches.
The duo tapped their friends and a handful of Pornstars (including Asa Akira, Angela White and Austin Wolf) to create over 50+ original videos playing on traditional porn categories. They also ran a 24-hour livestream from bathroom sinks for 7 full days, featuring guests like rapper Fat Tony, comedian Jamie Loftus, and sex educator Miss Cory B.
To raise money for their charity partners, Scrubhub sold "Invisible Soap" (virtual soap animations downloadable by ZIP file) in three tiers — Classic Soap ($10 donation), Plus Soap ($25 donation) and Premium Soap ($100 donation).
Pornhub also hosted a Scrubhub Model Contest that challenged their fanbase to create safe-for-work hand washing videos. Winners and finalists were featured on Scrubhub's community page.
Within the first week of launch, we had 9.9M pageviews and 3.3M users. We also received over 6,500 applications (complete with hand pics) to be on the website.