Having read and assessed multiple pieces of research, we still felt there were gaps in the evidence database. We decided to create our own questionnaire to close off those gaps and ensure we reached the particular target audience we wanted to hear from.

We knew there were key demographics we wanted our campaign to reach. However, there was no point in providing them with information they already had or didn’t need. A lot of people are naturally shy about talking about their sexual health, we needed to be bold and confident when chatting to people, to give them the confidence to answer openly.

By visiting freshers’ fairs and Skegness Pride and using our survey, we were able to gain the final pieces of information we needed to begin crafting our campaign.

Once we had gathered all our quantitative and qualitative evidence, we spent time assessing the results and compiling a professional presentation to provide feedback to our client, outlining our findings and suggesting next steps.

We wanted to use humour and a little shock factor to catch people’s attention while delivering the information they needed to truly convey our message. 

We developed three different concepts, each with a distinct level of what we refer to as ‘the cheeky factor,’ to share with the client and the broader public for feedback. 

We took pride in all three concepts, but as experienced marketers, we felt we knew which would have the most impact. However, upon presenting the concepts to the client, it was the one they liked the least! 

Our instinct told us we needed to check this. Marketing is all about psychology, and the client was not the intended audience for the campaign. The client is highly experienced in their field and understandably approaches the campaign from a serious perspective. Would the public react in the same way?

There was only one way to find out; we needed to ask them! We hosted online webinars and again invested money in social media surveys to see if our instincts were correct. The response confirmed for us and the client which campaign to proceed with.

“Personally I prefer concept 1. At first glance I found it pretty ‘gross’, but on reflection I suppose that’s not a bad thing. It sticks in your mind and makes you pay attention.’”

“Definitely think concept 1 is better. As much as my initial reaction was ‘ugh, that’s a bit grim’ this is probably the kind of response you want to get people to read it.”

Concept 1 was the clear winner… but what was Concept 1?

Working with our research and the client, we agreed on key messages and deliverables before getting to work on a truly gooey take on baked goods!

With very specific requirements, stock and AI-generated images were never going to cut it. Our focus on getting our oozing and dripping exactly right meant a trip to the supermarket, followed by a photo shoot with a difference for our professional photographer.*

From the images, we created a suite of templates for print and online usage, with creative strap lines and striking images accompanying the important messaging and call to action needed for full effect.

We further advised the client on the best placement for the adverts, choosing to spread the budget between paid social media posts, condom wrappers and coasters for event giveaways and event collateral.