Landing seasonal product placements for a female-founded sex chocolate startup

89.2M
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£1.7M
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THE ASK

Meet Victoria…

Victoria Rusnac is an intimacy coach, and the Founder at For Play – the intimacy-enhancing chocolate and card game, helping couples to connect. A qualified sexpert on a mission to get couples not just having sex, but speaking about sex, Victoria formulated with inclusivity in mind: For Play’s products – available for His & Her, Her & Her, and His & His – use a thrilling mix of natural adaptogens and Play Cards to spark intimate adventures.

The greatest irony of creating a product that is designed to make sex less taboo? The red-tape in advertising and social media algorithms that mean promoting your products is banned.

With ads off limits (a frustratingly common complaint in the industry…) Victoria turned to fellow female-founder, Mo Carrier – the woman behind sexual wellness brand MyBliss – for advice. Having worked with EAST VILLAGE. on her own campaign, Mo recommended PR as a route to market, and our journey began with For Play.

Starting with a three-month campaign to test the waters, our main objective was to secure product placements for Christmas and Valentine’s for For Play.

 

THE RESULTS

Having tried PR previously but having no success landing any product placements, For Play’s Victoria wanted EV.’s work to be streamlined and focused exclusively on listicles and shopping pages.

With only three months to make an impact, EAST VILLAGE. hit the ground running: sending personalised For Play press gifts to sex, relationships, women’s health, and e-commerce writers at top tier media and pitching For Play for inclusion in upcoming festive gift guides.

So far, we’ve succeeded in landing coverage in The Independent’s “6 best sex games that bring some extra fun to the bedroom”, GQ’s “The best gifts for husbands 2024 that go beyond a simple bottle of booze” and ‘Best Gifts for Couples’ gift guide, PopSugar’s “Christmas gifts for couples that both of them will love”, Glamour’s “69 best Cyber Monday sex toy deals 2024, curated by GLAMOUR’s shopping editors” and in-print for Cosmopolitan’s December/January issue, under ‘The Wishlist’; with further coverage expected for long-lead Valentine’s gift guides too.

 

THE IMPACT

The EAST VILLAGE. team was incredible for For Play and managed to secure high-profile gift guide listings in top publications. Their enthusiasm, positivity, and creativity were outstanding as they tested different approaches to reach out to journalists. The team went above and beyond to carve out opportunities for For Play, connecting us with key influencers and potential partners in the field—going beyond the scope of work. I would highly recommend working with them.”

Victoria Rusnac, Founder at For Play

 

For Play in Glamour
For Play in The Independent

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