Wired white earphones and a phone on white bedsheets, screen showing a Kronans Apotek audio cover reading "FOR A MORE"
Submitted by Cure MediaAgency IPI Score 57/100

Kronans Apotek Get Intimate Audio Novel Series

Influencer Marketing

Cure Media launched Get Intimate, a creator-led series of short audio novels for Kronans Apotek on TikTok and Spotify, and reports 7.4M+ TikTok views.

7.4M+TikTok Views
5,600+Listens
+2%Unaided Awareness
2Award Recognitions

Case in 60 seconds

Kronans Apotek needed awareness and relevance in a competitive pharmacy market, and the harder task was opening up intimate care, a taboo category, to younger women in a way that felt meaningful rather than promotional.

The campaign turns on privacy rather than visibility, because the page describes audio as a private, self-directed space where young women already explore sensuality, while established brands leave intimate care under-communicated.

Get Intimate is a series of short audio novels that treats intimate care as part of self-care, so the products sit inside a story and the focus shifts from product to experience.

Creators including Felicia Aveklew and Fanny Klefelt posted teaser content on TikTok to spark curiosity, then 15-minute stories were released on audio platforms such as Spotify, with influencers driving listens and UGC creators amplifying the concept.

Cure Media reports 7.4M+ TikTok views and 5 600 + listens, alongside a +2 % change in unaided awareness and 2 award recognitions, with a Swedish Content Awards Jury quote printed on the page.

Strategy Breakdown

Younger women, with the page pointing to Gen Z interest in sensual self-care and formats such as romantasy and spicy audio.
The page sets rising Gen Z interest in sensual self-care, through romantasy and spicy audio, against intimate care that established brands leave under-communicated, which created an opening for a brand willing to speak.
Kronans Apotek competes in a crowded pharmacy market, and intimate care is described as a taboo category, so awareness had to be earned in a space where most brands stay quiet.
The page positions Kronans Apotek as the brand that normalises intimate care as part of self-care, with its products woven into stories rather than presented as the subject.
Audio is described as a private, self-directed space for young women exploring sensuality, so a story format meets the audience where it already listens rather than interrupting it in the feed.

Creative & Execution System

Assets & channels

  • TikTok
  • Other

Partners

  • Cure Media

Creator role

  • Felicia Aveklew — creator
  • Fanny Klefelt — creator

Results & Evidence

MetricValue
TikTok Views7.4M+ TikTok views
Listens5,600+ listens
Unaided Awareness+2% unaided awareness
Award Recognitions2 award recognitions

Why Cure Media's strategy worked

  1. 1

    A taboo category can be opened through a private format rather than a public feed, because audio lets the listener engage on their own terms and lowers the social cost of paying attention.

  2. 2

    Splitting the roles of creators works when each stage has one job, so teaser creators build curiosity on TikTok while influencers drive listens and UGC creators extend the concept afterwards.

  3. 3

    Placing products inside a narrative rather than beside it lets a pharmacy brand talk about intimate care through experience, which suits a category that established brands rarely address directly.

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