LELO Product Awareness Campaign

LELO needed awareness and consideration for two new products, the Dot Cruise and Sona 2 Travel, in a category where most creators are unwilling to discuss the subject on camera. Talking openly about sex and pleasure products remains uncomfortable territory for many creators and audiences, so credible voices are scarce, and adult products face limited mainstream advertising routes. Disrupt Marketing's view was that in a sensitive category a creator's comfort speaking openly about their sex life matters as much as their reach, because audiences detect discomfort and insincerity quickly.

Disrupt handpicked seven creators selected on content niche, audience fit and comfort with the subject, and let them promote the products in their own voice in line with LELO's messaging. Content ran across multiple social channels with YouTube as the key platform for impression targets, anchoring longer, more personal storytelling, including a 'Disrupt x LELO - Eden Harvey' film. The work was one-way creator content that drew organic audience comments rather than a participation mechanic.

Creator comfort with the subject worked as a casting criterion as important as audience size, and audience response, here body-positive comments and praise for candour, offered a qualitative check that the content landed as intended. YouTube carried the campaign, with additional unnamed social channels in the mix. Disrupt reports 650K total impressions, 32K engagements and a 28% average impression rate from a combined 1.8M following. All figures are self-reported, the impression rate lacks a stated methodology, no launch date is given, and no sales, traffic or conversion outcomes were disclosed. The strongest external signal is indirect: LELO returned to Disrupt for a later, larger Valentine's Day campaign.