One house. Seven weeks. Fourteen influencers. And Instagram. We brought a team of influencers together to create fresh, relevant content around sexual happiness and the student lifestyle.
The brief.
Whip up student-to-student recommendations on Instagram. Bring in customers that might be new to the world of sex toys. Establish Lovehoney as a multifaceted brand that speaks with a student voice in student spaces.
What we did.
We sent our influencer team to a house in Brighton for a weekend, where they played games, ate Jelly Willies and Jelly Boobs, and created content together.
Then they went back to their university towns, to make more content and have more fun. Across seven weekly rounds of content our influencers covered a wide range of tones and formats: from games of Kinky Confessions and lube taste tests through to Lovehoney product reviews and discussions of relationships during the pandemic. The communal environment meant our influencers could spark off each others’ personalities, and professional video editing led to some outstanding visuals.
The results.
Nearly 280,000 impressions across all influencers and all weeks, with engagement above 16,000 and an engagement rate of 5.9%. And beyond the numbers, our influencers all reported great responses in their DMs, as students got in touch to ask for advice and assistance with the issues and the products. There is great potential for direct engagement and the construction of a community space.
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