In this case study we are going to discuss who we leveraged digital channels to drive visibility, engagement and conversions for SKYN, so let’s get started
About SKYN
SKYN is a sexual & wellness brand and is a market leader in non-latex condoms. It ranks at no 2 in global ranking after Durex in the category.
SKYN has a revolutionary polyisoprene material that makes condoms noticeably softer and provides a more natural-feel. It enhances sensations, and improves the pleasure experience. SKYN product categories includes, condoms, lubes and toys
Objective
- To improve visibility to D2C store
- Drive engagement for different categories
- To improve sales
Strategy
- Theme based campaigns
- Tactical campaigns to drive sales
- Engagement Campaigns
1. Theme Based Campaigns
According to a study from archives of sexual behaviour, around 75% of women never reach orgasm. So we crafted a campaign to address the orgasm gap and executed during valentines day.
We also found that women receive chocolates, flowers and perfumes during valentines day, so we crafted the communication as below to address the orgasm gap.
For Valentine’s Day 7 out of 10 women might receive flowers, only 1 out of 15 will receive an orgasm.
For Valentine’s Day 7 out of 10 women might receive chocolates, only 1 out of 15 will receive an orgasm.
For Valentine’s Day 7 out of 10 women might receive perfumes, only 1 out of 15 will receive an orgasm.
The campaign was then amplified on web assets and search advertising as below
Search Advertising
2. Tactical Campaigns
We executed tactical campaigns for Cyber Monday, Black Friday, Year End and more. The objective was to drive sales communicating through search advertising, programmatic and emailer campaigns.
Cyber Monday
Black Friday
3. Engagement Campaigns
We came up with an engagement campaign where users we suppose to upload their unwanted gift story and get a 20% discount
Campaign: No more unwanted gifts, use a condom, SKYN
The campaign mechanism
We created a landing page to drive engagement
Users shared interesting unwanted gift stories as below
Impact
