Putting Women First: A Purposeful Shift in Sexual Wellness Marketing
Launched a condom campaign that redefines intimacy — earning her trust, sparking her desire & driving engagement.
TV Spots
Cross-platform campaign spanning TV, digital, and social.
YouTube Views
Organically fueled by shareable, story-led content.
Social Mentions
Ignited a cultural conversation around sexual wellness.
Brand Awareness
Lift among thirtysomething consumers.
Urgo Group challenged us to define the creative concept for Intimy's first-ever advertising campaign — launching their condom brand into culture with impact and intention.
Rewriting the script with bold, unapologetic tales of modern female sexuality.
Her Desire Is the Story
Condom ads kept selling performance. But for women, that wasn't the turn-on. Our insight? Female desire isn't an afterthought — it's the story.
Guided by interviews with sexologists and experts in female psychology, we created "Stories of Desire" — a campaign that rewrites the script with bold, unapologetic tales of modern female sexuality.
Designed for every channel, this integrated campaign ditched the male gaze and spoke directly to women — with honesty, depth, and desire.
A Cultural Conversation Around Desire
Delivered a cross-platform campaign featuring 4 TV spots and a digital ecosystem spanning Tumblr, YouTube, Twitter, site takeovers, and influencer seeding. Drove 20K+ monthly visits to the branded Tumblr hub, generated 300K+ YouTube views organically fueled by shareable, story-led content, and sparked 400K+ social mentions — igniting a cultural conversation around sexual wellness. Achieved a +10% lift in brand awareness among thirtysomething consumers.
- Client
- Intimy / Urgo Group
- Agency
- ServicePlan Group
- Year
- 2013
- Role
- Brand & Creative Strategy
Connections Planning
STORIES OF DESIRE
Putting women first:
A purposeful shift in
sexual wellness
Launched a condom campaign that redefines intimacy earning her trust, sparking her desire, and driving engagement
CHALLENGE
Launching with impact
Urgo Group challenged us to define the creative concept for Intimy’s first-ever advertising campaign launching their condom brand into culture with impact and intention.
Rewriting the script with bold, unapologetic tales of modern female sexuality.
APPROACH
Female desire is the story
Condom ads kept selling performance. But for women, that wasn’t the turn-on.
INSIGHT
Female desire isn’t an afterthought it’s the story.
Guided by interviews with sexologists and experts in female psychology, we created “Stories of Desire” a campaign that rewrites the script with bold, unapologetic tales of modern female sexuality.
Designed for every channel, this integrated campaign ditched the male gaze and spoke directly to women with honesty, depth, and desire.
OUTCOME
Cultural conversation at scale
- Delivered a cross-platform campaign featuring 4 TV spots and a digital ecosystem spanning Tumblr, YouTube, Twitter, site takeovers, and influencer seeding.
- Drove 20K+ monthly visits to the branded Tumblr hub.
- Generated 300K+ YouTube views, organically fueled by shareable, story-led content
- Sparked 400K+ social mentions, igniting a cultural conversation around sexual wellness.
- Achieved a +10% lift in brand awareness among thirtysomething consumers.
COMPANY
ServicePlan Group
YEAR
2013
ROLE:
Brand & Creative Strategy & Connections Planning
© Alexandre Meyer
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© Alexandre MEYER
Brand & Creative Strategy