Campaign overview

plusOne, a sexual wellness brand, wanted to capitalize on Valentine’s Day to drive awareness and engagement with its products among female millennials, that would ultimately drive traffic and sales of the products through its retail partners. plusOne looked to its Communications team at Hotwire to develop a cost-effective, smart and creative campaign that engaged this hard-to-reach target audience.

What we did

Hotwire worked with plusOne to create a Valentine’s Day competition with a twist – instead of celebrating couples in love, we’d give back to those stuck single on the day of love. A simple mechanic – just enter your details and why you deserve to win – and you’d be entered to win a free vibrator for some TLC on V-Day. We got the story out there across paid, earned, social and owned with top hits including Cosmopolitan, Elite Daily, Kiss FM, as well as promoted Facebook posts, influencer shares and owned social posts. Following the end of the competition, coupons were shared with all non-winning entrants to encourage sales.

plusOne Valentines Day Competition
plusOne Valentines Day Competition

Results

In the two weeks the competition was live, Hotwire secured 25 top tier pieces of coverage with Cosmopolitan, Elite Daily and Scary Mommy to name a few – all articles solely dedicated to plusOne’s competition. The coverage drove traffic to plusOne’s website resulting in nearly double its previous record best level. In addition, plusOne received more than 10,000 competition entries for its target audience across the US – in turn building their sales database with an audience that’s expressed interest.