Let’s Talk About Sex
2019 Finalist

Let’s Talk About Sex

24sata

Zagreb, Croatia

Category Best Execution of Native Advertising

Overview of this campaign

Finger painting. Buttering the muffin. Petting the cat. Playing the piano. These expressions sound familiar? If so, you are a woman. A woman that’s uncomfortable talking about sex. These are just a few idioms women use to describe woman’s masturbation. In Croatia, a rather traditionally minded country of 4 million people, masturbation, sex and sexuality in general are still a huge taboo.

A light in the dark is Miss7, a women’s lifestyle brand and her best friend who listens, comforts and supports every woman through her life choices. We coupled with LELO, the number one brand for premium sex toys which encourages people to be more open-minded towards their sexuality and life.

There was only one thing on our mind. Let’s break the taboo. Let’s talk about sex.


Results for this campaign

17.000 survey participants (7x goal over performance)
546.000 page views and 633 days spent on content
36% newsletter open rate
7.500 UGC “Sexy thoughts” entries
80.000 “Sexy Dice” game shakes with 7+ min average session duration

After social foreplay, the campaign started with a big survey exploring the sex habits of women in Croatia, from foreplay to their favorite sex positions and the most secret fetishes, seen from male & female perspective. The survey produced personalized article and infographic for every participant at the end.

We followed thousands of replies in a real-time and used it for live content creation on Miss7’s website. Every article topic was selected and crafted by taking the live survey results as a pointer for the most interesting areas of interest of our readers. The articles took range from first hand sexperience testimonials of real women to tips & tricks and expert advice. It comes as no surprise that the articles vastly over performed the standard editorial content published in that time. UGC activation asked women to anonymously share their thoughts during sex. More than female survey participants 50% did so and best were used as engaging content shared on our social.

And then, the climax. We analyzed results with the professional sexologist, through articles and infographics shading the light on the most interesting findings. Even the standard Miss7’s newsletter got a sexy makeover with uniquely designed results and content for all subscribers. Since our survey showed that most women describe themselves as the “sex machines”, but in reality don’t have as much sex as they would like to, we decided to shake their sex life and finish the campaign a “Sexy Dice” mobile game.

A campaign that started from a taboo, opened up a few minds and finished off with a true happy end.


Contact

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