Three women chat on a sofa in a home kitchen, one laughing as she sips from a glass jar, another glancing to the side
Submitted by MG Empower

LELO #LELOveYourself Influencer Campaign

Influencer Marketing

MG Empower ran an influencer campaign on YouTube and Instagram for LELO to build UK brand awareness around self-love, reporting an 11.6% engagement rate.

11.6%Engagement Rate
3.28%Click-Through Rate

About the campaign

LELO worked with MG Empower on #LELOveYourself, an influencer campaign that reached an 11.6% engagement rate. LELO is a luxury sex toy brand focused on educating consumers about sexual wellness, health and pleasure. Its goal was to drive brand awareness in the UK by educating and empowering women on self-love.

The agency procured influencers from diverse cultural backgrounds and gender identities with credibility in the self-love space. They received an open brief to create empowering, entertaining and educational content around the #LELOveYourself narrative. Long-form videos ran on YouTube, overlaid with short-form Reels and Stories on Instagram. Formats included comedy sketches, day-in-the-life videos and sit-down girl chats.

The agency reports an engagement rate of 11.6% and a click-through rate of 3.28%, which it places above the industry average. The campaign received a positive reception in both target markets, Germany and the UK.

Case in 60 seconds

LELO, a luxury sex toy brand, wanted brand awareness in the UK, yet its message had to break a self-love taboo, so the work needed to educate and empower women while staying on brand.

Audiences hear sexual wellness advice more readily from influencers already trusted on self-love, because a credible voice from their own cultural background or gender identity makes an awkward subject easier to discuss openly.

An open brief built on the #LELOveYourself narrative let each influencer affirm, educate and entertain in a way authentic to them, so the self-love message travelled through many voices instead of one script.

Influencers from diverse cultural backgrounds and gender identities made long-form YouTube videos, including comedy sketches, day-in-the-life videos and sit-down girl chats, overlaid with short-form Reels and Stories on Instagram under #LELOveYourself.

MG Empower reports an 11.6% engagement rate and a 3.28% click-through rate, which it places well above the industry average, alongside a positive reception in both target markets, Germany and the UK.

Strategy Breakdown

Women in the UK, reached through influencers from diverse cultural backgrounds and gender identities with credibility in the self-love space.
Self-love and sexual pleasure carry a taboo, so LELO's message needed voices able to treat the subject openly through education and entertainment.
A sex toy brand seeking awareness works in a subject many audiences avoid discussing, which made credibility in the self-love space the basis for choosing influencers.
LELO casts itself as an educator on sexual wellness, health and prioritising pleasure, so the influencer content carried that teaching role alongside entertainment.

Creative & Execution System

Assets & channels

  • YouTube
  • Instagram

Partners

  • MG Empower

Results & Evidence

MetricValue
Engagement Rate11.6% engagement rate
Click-Through Rate3.28% CTR

Why MG Empower's strategy worked

  1. 1

    An open brief lets creators pick formats that suit their own channel, from comedy sketches to sit-down chats, which keeps a sensitive subject sounding authentic to each audience.

  2. 2

    Pairing long-form YouTube videos with short-form Instagram Reels and Stories gives a taboo topic room for explanation in one place and frequent reminders in another.

  3. 3

    Casting across cultural backgrounds and gender identities widens the points of access to a brand, because each audience meets the message through a voice that resembles its own.

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