The challenge

Ricky.com were a new business in the competitive sex toy market, up against the likes of Ann Summers and Love Honey, and came to Rise at Seven to disrupt their space. They needed links to compete organically but also needed to build brand recognition, drive traffic to their site, and increase sales. They wanted a fun campaign that would not only generate links but drive conversions too, landing placements on top tier press to build trust.

The idea

Easter was coming up and Ricky wanted to do something to disrupt. What more than the World's First Kinder Egg for adults. That's right, we put sex toys in Easter eggs. A specially made chocolate egg was filled with either a bullet vibrator, a couples vibrator, a man wand, a clitoris stimulator, or a mini massager. The product was exclusively made for the Easter period and created to drive hype and links for Ricky. We created a landing page for the product and retailed them at £45, before going hard on press outreach.

The results

The campaign drove 96 links (100% links and 0 just coverage) in the likes of The Sun, OK! Magazine, Gizmodo, Yahoo, and Metro. We even appeared in international press in Singapore, Ireland, and Belgium, while getting thousands of shares on social media. Former Apprentice star Lewis Ellis and Sex Education writer Alix Fox were even in on the action seeing our campaign and getting an egg themselves.

The coverage earned Ricky 20,500 page views and 10K in profit, while the Easter egg completely sold out. We also captured 10,000 new email addresses for the company, helping their marketing efforts of the future.

It was an extra sweet holiday for some people.