Faster is not always better.
Background
Mt. Clitoris was conceived by the Officer & Gentleman agency—this campaign by EasyToys highlighted the orgasm gap. Given the explicit content, there was a high risk of rejection by algorithms on various online platforms. Our task was to handle the online adaptation, create the media plan, and run the online campaign.
Approach
It’s understandable that there are clear guidelines, but in this case, an exception should be made. This was about education and raising awareness of an important issue. The campaign was even halted early (EasyToys focused on a viral video on YouTube), so we were ultimately briefed only on the social channels where everything could run. By enriching the concept with online tools like cutdowns, memes, and gamification, we brought attention to the topic as broadly as possible.
Result
The main goal was to generate awareness. Through clever tactics, we stayed below the benchmark CPM (Cost Per Mille) on each social platform (Meta, TikTok, Reddit, and Snapchat). As a result, we managed to achieve over 46% of the KPI (impressions) with about 15% of the total budget. Specifically, 24,048,244 impressions on a KPI of 56,406,493 impressions.
Additionally, 14,935 people participated in the Clitoris Tapping Game, which conveyed the message that faster isn’t always better ;-). Try reaching the climax together next time #punintended. The Specially designed landing page was visited 14,688 times.
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