Transforming Lovehoney’s Trust Flow With Sexual Happiness Content
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Lovehoney wanted to use Digital PR to improve overall organic visibility and gain brand awareness. However, due to Google SafeSearch, creating campaigns for a brand like Lovehoney can have its challenges. Our goal was to generate high-quality backlinks relevant to the company’s priority topics and business units.
We created campaigns around sexual happiness and sexual health, pivoting our strategy to focus on expert comments and more niche angles to gain coverage in key publications.
This process led to over 250 pieces of coverage in top-tier publications like The Sun and Cosmopolitan, and put Lovehoney in front of a potential audience of 909M.
The Strategy
To be successful, our strategy involved creating six campaigns across the health and wellness niche. These included concepts such as ‘Bedroom Disasters’, which explored which cities are the most prone to sex-related injuries, and ‘Sex Myths’, which surveyed Brits to determine what they were most confused about when it came to sex education.
Although these campaigns were generating links, we needed to get coverage at a faster pace. So, after an initially slow pickup, we re-strategised, focusing on expert comments and creating smaller angles to target key publications and reach our KPI.
Spotlight Campaign: How to Talk to Your Partner About Progressing Your Relationship
Tied to the Netflix release of ‘The Ultimatum: Marry or Move On’, which looked at couples with misaligned goals, we worked with a sex and relationship expert to come up with top tips on how to talk to your partner about progressing your relationship and communicating your desires.
These included:
- When you’re talking to your partner about progressing your relationship to the next level, Annabelle says it’s important to remove any notion of ‘winning.’
- Learn to listen – more often than not we are guilty of spending time during deep conversations waiting for our partner to finish their sentence, so we can start ours.
- Trust, intimacy and security are the three key areas to take into consideration when determining if it’s the right time to progress your relationship.
Spotlight Campaign: Workplace Romance Advice
During season five of ‘Selling Sunset’, we saw the start of Chrishell Stause and Jason Oppenheim’s workplace relationship. Off the back of this, we partnered with Ness Cooper to provide top tips for managing workplace romances.
These included:
- Talk to HR or check your work policy
- Keep personal relationship discussions at home
- Avoid flirting too much in front of other work colleagues
The Results
Overall, we hit 110% of our KPI by obtaining 46 follow links out of over 250 pieces of coverage. We landed in some amazing top-tier publications such as The Sun, The Metro, Cosmopolitan and Glamour, to name a few.
Through this activity, we also saw an average increase of 4 positions for core PLP keywords and put Lovehoney in front of a potential audience of 909M.