One of the first large-scale social media campaigns for the largest supplier of toys for adults
De Eerste Keer with EasyToys
EasyToys is the largest provider of sex toys in the Netherlands and is also taking big steps beyond the national borders. They are clearly visible through various great campaigns and paid partnerships on TV, Radio, Outdoor and as the main sponsor of Eredivisie club FC Emmen.
However, there was always a place where advertising, partly due to the strict advertising policy, seemed impossible; social media. EasyToys enlisted the help of The Pool to explore the possibilities of advertising on social media so that the more difficult to reach target groups could still be reached. This has resulted in a social video campaign on Facebook and Instagram where we were able to bypass Facebook’s detection systems with the help of a number of smart tricks.
A smart workaround to generate traffic to EasyToys.nl
Campaign Strategy & Services
The goal of the campaign was to generate a lot of traffic to the EasyToys website in addition to creating reach and video views amongst the target audience. But how do you do this when the EasyToys domain and socials have been blacklisted for years?
Exactly. We have created a new social media channel called De Eerste Keer and started advertising from this channel. Not directly to the EasyToys website but to a brand new domain. From this domain, the target group could click through (via a bitly) to the EasyToys website.
To ensure that the target audience was stimulated to click at all, we devised and produced De Eerste Keer video campaign in collaboration with Towel. In this video campaign, various men and women from the target audience told how they experienced their first time (with a sex toy). But to keep it exciting, it was not immediately clear from the videos what the main characters were talking about. To find out, the target audience first had to click to the landing, and then to the EasyToys website. Lastly, to lift the CTR from the landing to the EasyToys website we’ve made various optimizations in the video content, the ads as well as the landing page.