Roularta executed a Masturbation survey on the Flair Community (3.678 respondents). Insights from this research pointed out a very clear match between the Flair audience and the brand EasyToys. Installing out-of-the-box concepts, approved by the Flair editorial staff, used to integrate native advertising on the Flair.be website
Campaign
After a successful brand awareness campaign in 2019, the partnership between EDC Retail and Roularta Brand Studio continued with an even more elaborated native campaign in 2020.
13 online articles combining editorial integration (EI) and branded stories (BS) resulted in a high frequency and ensured more brand awareness.
Result
Out of 700 candidates, 20 women were selected for the sex toys panel. They each tested and reviewed 3 toys and shared their experiences on Flair.be.
The articles, launched on International Masturbation Day, accounted for over 78,000 page views.
As research insights suggested, the native articles were an absolute match with the Flair audience.
Until Sept 27, the Flair audience spend 3.611 hours reading the EasyToys native articles.
Campaign setup
Wave 1: user experience
Creation of a Flair audience sex toys panel (EI)
Tested by the Flair audience (EI)
Tested by a Flair journalist (EI): review of the shopping experience on EasyToys.be
Wave 2: product inspiration – showcase the wide range of toys
Staycation (EI): editorial list of toys to spice up your ‘stay@home’ time
Advent calendar (BS): the joy of unpacking 24 little presents in December
Wave 3: co-creation – connect the talents of the Flair audience and the EasyToys brand through an editorial format
Happy Ending Contest (EI): the Flair audience could submit their own entry for the weekly “Happy Ending” porna story
Publication of the winning story (EI):
– “Happy Ending” story on Flair.be with according EasyToys products (BDSM)
– The editorial staff loved the idea so much they published the story in the print magazine
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