Nano and Micro Influencers created high impact personalized messages around Pride and the product that increased brand awareness, boosted engagement and sales for this sexual wellness brand.
The Ask Brand awareness of their newest collection, Avant, LGBTQIA+ focused sexual wellness collection during Pride Month. Organic social and influencer campaign goals were centered around brand engagement across social, with boosting website traffic and sales of the product as the primary KPI.
The Approach We started by sourcing influencers from the community from across industries, sexual wellness writers like Zachary Zane, Queer journalists, musicians and more who authentically represent the community. With the engagement goal in mind, we chose to focus primarily on Instagram with branded content published as both standard feed posts and Stories.
Influencers were given flexible content prompts, which allowed them to share their authentic perspectives on what pride meant to them while promoting their fav product from Blush’s Avant Collection.
A targeted paid media strategy leveraging top-performing influencer content increased targeted reach beyond the influencers’ audiences. My familiarity with platform ad restrictions and TikTok restrictions related to sexual wellness products allowed me to create effective promotions that would not risk being flagged.
10
INFLUENCERS
>50K
IMPRESSIONS
3%
ER
80+
PIECES OF CONTENT
"At Blush, we believe that EVERYONE deserves to feel comfortable and celebrated in their own skin, no matter what they look like, who they love, or what life throws at them. ❤🧡💛💚💙💜
Join us and our dynamic LGBTQ+ community as we gear up to celebrate PRIDE, inclusivity, and LOVE today and always! We invite you to share ‘What Pride Means To You’ on your posts & stories. Use the #CelebrateLoveCelebrateYou and tag us."
Organic Social
Conceptualized and directed the photoshoot of the new product launch: To match the vibe of the campaign, it's important to have the product shoot capture the essence of the Pride.
Giveaway Collaboration: identified and partnered with 2 brands that genuinely support and represent the LGBTQ+ community to strengthen the campaign's impact/ widen reach and visibility.
Internal Content Creation: To make the campaign more personal and meaningful, involved the Blush internal team members who represent the LGBTQ+ community to bring out their stories via blogs/ videos for social. In addition to this, coordinated with the PR team to send out a press release that highlights the founder's commitment to inclusivity, the importance of Pride, and the brand's support for the LGBTQ+ community. Founder's quote for social media made a big impact on the campaign.