How do you change the conversation around self-love?
You make it playful, positive, and impossible to ignore.
Despite the well-documented benefits of self-love, our research revealed that 83% of Americans still find the topic uncomfortable. To help Japanese adult product brand TENGA break into the U.S. market, we needed to destigmatize the conversation—and get people talking.
The solution? Do It In May—a month-long, lighthearted celebration of human sexuality that encouraged open discussions among friends and partners.
We tapped into humorous euphemisms and whimsical illustrations to make the topic feel approachable. A fully integrated campaign combined digital activation, media outreach, and influencer engagement—including a partnership with Dr. Donaghue to boost credibility.
The results? A massive breakthrough.
📈 +400% sales increase for TENGA
📰 16 major media placements
📲 6,000+ social shares, reaching 11M+ people
📣 32M paid/earned media reach
🌐 +51% organic website traffic
Our audience blushed. Then they bought in.
ROLES:
Creative Direction
Art Direction
Concept Ideation
Creative Strategy