Find out how we PR taboo brands
The sex toy industry is an innovative, brave and boundary-pushing industry and yet this is not very often reflected in the PR and marketing surrounding companies in the sector.
Some of the popular PR tactics by brands in this space include; feature pieces in health and relationship columns with stories around “making partners happy” and “best positions to try on Valentines Day”, partnering with a popular red top celebrity and hoping this prompts lingerie sales, survey stories, pages and pages of survey stories – my personal pet hate is the “110% of Brits have had sex at an office Xmas party” which seems to do the rounds every year. While survey stories offer some level of awareness, they don’t work as hard as other shareable stories, especially digital ones, which also benefit SEO. Integrating with SEO is really important for this industry where digital sales are key – because they offer some level of anonymity for the buyer.
Overall these tactics are effective, no doubt, and I’m not saying they don’t have a purpose or that we’ve not been guilty of using some of these tactics before in the past. Sex and sex toys are seen as a taboo subject in the UK and a softer, guided approach will make an audience feel safe and build trust with a brand, especially if you are targeting a female audience. However, with the increasing exposure of sexual topics in popular culture such as “50 shades of Grey”, and the changing approach to sex in the general culture (with the prevalence of hook-up apps etc.), it is not such a shocking topic anymore even amongst this demographic. Hand-holding is no longer needed but instead being a cheeky/kinky partner or guide is a strategy that will reap PR rewards.
So, here are our key tips on how to do brave and creative PR in this sector:
To find out more about this strategy and how we PR taboo brands, do drop us an email at firstname.lastname@example.org.