Summer fling with remarkable results

- We want to keep the numbers confidential, but what I can say is that we are very pleased with the numbers and the campaign we have run at Aller Media.

This is the enthusiastic feedback from founder and CEO Geir Larsen of Nytelse.no after Aller Media's content campaign for the online store from May to July.

- When the corona crisis hit Norway in March this year, we were contacted by Nytelse.no. The "toy store" for adults was established in 2003 and is one of the country's largest online players in sex toys and erotic products," says Victoria Krogeide, Head of Agency at Aller Media.

- At a time when people were spending a lot of time at home, Nytelse.no saw an opportunity to give people the chance to enjoy themselves a little extra. They wanted our help to reach out to people with their products, with a focus on "Womanizer". The product is a clitoral stimulator based on pressure wave technology, and has been on the market since 2014.

Perfect storm for erotic online shopping

Among other things, Kondomeriet, which is Nytelses.no's main competitor, had "Womanizer" in its range. Nytelse.no wanted to attract more traffic to their website - and make the online store known to the general public.

- Our solution was a content campaign on Dagbladet.no," says Victoria Krogeide.

- We know that editorial content about sex is one of the most popular topics on db.no. In a content article, there is plenty of room to explain what a Womanizer is, why every woman should own one - and how easy and discreet the act can be when done online. During the corona situation, many Norwegians discovered how easy and safe online shopping is.

These two factors, together with the fact that spring and summer are traditionally peak seasons for the sale of sex toys, resulted in a kind of perfect storm for the campaign. To monitor how well the target group - women and men, with a particular focus on women - was hit, Aller Media added an audience tracker to the content article.

And the results weren't long in coming.

- Many DB.no readers now know what a Womanizer is.

The time spent on the Nytelse.no brand was enormous after the summer flirt campaign at Aller Media: 4222 hours in total! Never before has such a high volume of clicks been measured from a single issue as from the Womanizer article. Over 23,000 clicks says a lot.

- The target group was mainly women, as it was a women's product. But we were wrong," says Krogeide.

- The target group turned out to be mostly men! Perhaps they are more curious?

In any case, the campaign resulted in a real sales boom for Nytelse.no. Womanizer became the summer's big sales favorite - and the single product that sold the most.

- Of all our content articles in 2020, the Womanizer story generated the most page views.