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Sinful, a Danish company, wanted to grow their online visibility in the UK and compete with some big players in the sex toy market.
Sinful
Record levels of organic visibility through strategic digital PR
Client
Service
- Digital PR
Year
2022
127
%
Increase in visibility
89
%
Increase in new users
63
Links
It’s notoriously hard to build links in the sex toy space, due to the delicate and adult nature of the product.
We needed a link building approach that covered health, lifestyle, national and regional press, which would be relevant to the client, while keeping to the guidelines around the content and language we can use when talking about sex.
Working with Sinful’s inhouse sexual wellness experts, we used social listening tools, extensive consumer research and conversations with journalists and strategised that our best approach would be a three-tiered system.
Approach one
Product gifting to sexual wellness, health and lifestyle journalists
Approach two
Creative, survey-led content about sexual communication habits of the UK public for national and regional journalists
Approach three
Tame, more relationship style content for women’s lifestyle and entertainment press
We targeted key journalists and opened a discussion about sending products for review. This resulted in 18 links including Women’s Health, Men’s Health, Her Campus and more.
Product Gifting
Survey-led content
We completed an in-depth, sensitive survey about the UK’s sexual fantasies, and whether partners are comfortable talking about them with their partner. By positioning the results as an exploration in communication, rather than a salacious look into the sex lives of the public, we could keep the content both interesting and above bored.
We built 18 links including Metro, Huff Post, Indy100, Joe.co.uk, The Sun and The Daily Star.
Relationship content
We created pieces offering advice on how to manage a long-term relationship, how to text your loved one, as well as how to maintain your sex life when living in shared accommodation.
This helped us build 19 links in women’s lifestyle publications such as Hype Bea, Flair, Thoughts on Life and Love, and more.
Sinful also saw some huge ranking changes for keywords including ‘adult toys’ moving from 94th to 5th, ‘BDSM equipment’ from unranked to 5th with a total of seven key product pages now on page 1 of Google. Sinful’s domain rating also saw an increase from 31 to 41.
127
%
Increase in visibility
89
%
Increase in new users
63
Links
An award-winning campaign…
“We’re delighted with the collaboration with connective3; they are talented and motivated consultants. The communication has been swift and easy, resulting in press material of the highest standards.”
Søren Bertelsen
Search Director, Sinful
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