Submitted by MG Empower

LELO #LELOveYourself Influencer Campaign

Influencer Marketing

MG Empower ran #LELOveYourself for LELO, casting diverse influencers across YouTube and Instagram to spread a self-love message in the UK, and reports an +11.6% engagement rate.

+11.6%Click-Through Rate

Case in 60 seconds

LELO asked MG Empower to drive brand awareness in the UK for a luxury sex toy brand, while the subject itself carries a self-love taboo, so the brief was to educate and empower women on the importance of self-love.

The campaign turns on credibility rather than scale, because an audience wary of a taboo subject listens to influencers already recognised in the self-love space and to voices from diverse cultural backgrounds and gender identities.

#LELOveYourself made self-love the core narrative and handed influencers an open brief to affirm, educate and entertain audiences, so the brand message travelled through content they shaped themselves rather than a fixed script.

MG Empower procured influencers from diverse cultural backgrounds and gender identities, who made long-form YouTube videos overlaid with short-form Instagram Reels and Stories, choosing formats from comedy sketches to day-in-the-life videos and sit-down 'girl chats'.

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

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Women in the UK, whom the brief set out to educate and empower on the importance of self-love, reached through influencers from diverse cultural backgrounds and gender identities.
Self-love and sexual wellness still carry a taboo, so the page frames the campaign as a way to break it through content that affirms, educates and entertains audiences.
LELO sells luxury sex toys, a category that is hard to discuss openly, so the campaign relied on influencers recognised for credibility in the self-love space to carry the message.
LELO positions itself as an educator on sexual wellness, health and prioritising pleasure, so the campaign cast the brand as a source of self-love education rather than only a product maker.

Creative & Execution System

Assets & channels

  • YouTube
  • Instagram

Partners

  • MG Empower (lead_agency)

Results & Evidence

MetricValueResult type
Click-Through Rate+11.6%engagement_rate

Why MG Empower's strategy worked

  1. 1

    An open brief on a sensitive subject lets each influencer address it in a register authentic to their own audience, which the page credits for the positive reception rather than any single content format.

  2. 2

    Casting across cultural backgrounds and gender identities widens the points of access to a taboo category, because each audience meets the message through someone whose credibility in the self-love space it already recognises.

  3. 3

    Pairing long-form YouTube content with short-form Instagram Reels and Stories lets education and reach work together, since the longer format carries the explanation while the shorter one keeps the narrative circulating.

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