Social / Campaign
TrojanUltra Summer Social Campaign
In a recently COVID-vaccinated world, Trojan was ready to lead the charge in making up for lost (sex) time as the world opened back up.
The 2021 spring to summer social strategy was to drive excitement, draw attention, and launch their new product, Ultra Fit Condoms.
Our social campaign teased, built excitement, and then went full-on with a multi-city product party so hot it needed a fire hose.
All the while, our supporting posts kept fans engaged by driving them to related products and hardworking branded content.
Role
Writer & Strategist
Client
Trojan
Discipline
Social / Campaign
Building Anticipation
We took the bull by the horns and directly talked about COVID lockdown summer and how much it sucked, using a little movie trailer style intro. We cast Trojan and Ultra Fit as the heroes ready to help you make up for lost party time.
The payoff to weeks of teasing.
The Big Moment
Then we threw the doors open. The Ultra Fit launch landed with a super-hot multi-city product party, the payoff to weeks of teasing, and the centerpiece the whole social build had been driving toward.
Amplification
Organic and boosted social content kept Trojan on top of all the hottest chat. Our posts led to Trojan-branded content marketing pieces, educational, sex-positive articles that made us a take-charge leader in honest (and sexy) conversations and linked through to products.
To make our educational condom how-to more fun and less awkward sex-ed class, we added a little humor and some relatable copy to the post.
Make up for lost time. All summer long.
It’s in the cards
Drafting off the Ultra Fit launch’s new product energy, we used this post to draw attention and drive to branded, product-linked content on Trojan’s line of vibrators.
The idea was to create baseball or Magic The Gathering-like collector cards featuring Trojan’s toy box, making the idea of getting them all even more fun and breezy.
The unstated business goal here was to get straight men to buy them, but we kept the messaging subtle on this touchy topic, suggesting that ANYONE can use them on themselves.
Full summer
a campaign arc from spring tease to summer launch
Multi-city
a product launch party that traveled
Content engine
posts, articles, and branded content all season
Writer and strategist
I shaped the campaign arc and wrote the posts, the articles, and the launch content across the whole summer.
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