In Russian society, the subject of sex and sexuality is still rather tabooed and ambiguous — sex ranks first among taboo topics for Russians. In recent years, attempts have been made in the media space to destigmatize this subject, but it is still far from an open dialogue without embarrassment and risk of condemnation. At the same time, social media and brands have been broadcasting certain images for many years, setting norms for what is considered sexy and what is not. All this forms stereotypes and prevents people from showing their sexuality due to non-compliance with broadcast standards.
It was important for the brand to proceed with its mission — to call for freedom of expression, so together with Vivienne Sabó, which has already declared itself as a challenger brand, we decided to break the category templates again, and created a bright, but very systematic 360 campaign: a non-standard video as a key coverage material, cooperation with an ambassador, support with bright product creatives in TikTok and activation in e-com.
Result:
- Large–scale coverage – 84.4 million materials impressions, total coverage - 45 millions.
- 12 million video impressions, 5.7 million views, 1700 likes, comments
- 92,6% “likes”
- Significant increase in Cabaret Latex online sales
- The new product managed to increase the offline market share to 1.9% in monetary terms (KPI – 1%), which made a significant contribution to the sales growth of the entire Vivienne Sabó brand, which amounted to 3% in monetary terms