Let’s be honest: there is no easy way to get authentic online reviews on condoms. But what if your brand is about to launch a revolutionary condom for a high-end price?
LELO, one of the world’s leading pleasure brands, introduced a new condom called LELO Hex. Designed with an innovative hexagonal structure, this product aims to deliver strength, thinness, and sensation all at the same time during use.
To boost sales, LELO and online retailer Willie.nl came to us to invest in honest, experience-based online reviews prior to the formal product launch.
Our task involved finding reviewers with the following appropriate profiles for this campaign. We aimed to select individuals (couples or singles) who:
Within four days of sharing a landing page and survey within our community, we rallied 15 quality reviewers that matched the above criteria. We sent them samples of the condoms shortly after to begin the campaign.
2100% increase in average word count
Prior to this campaign, the average word count for most reviews on LELO’s condoms was six. Review submissions were often bland and two-dimensional, offering something along the lines of, “Awesome condom. No problems so far.”
On the other hand, the reviewers from our campaign delivered high-quality reviewers with a way higher average word count of 130. Many of them thoroughly addressed the USP’s of the condoms in relation to their personal experiences.
A/B Testing
Willie.nl agreed to conduct A/B testing as part of our review campaign to prove whether or not online reviews made positive impact on both the retailer site and online consumers. They did so by splitting those interested in the LELO HEX condoms into two groups.
Group A was sent to the LELO HEX condoms page (Page A) that included online reviews, while Group B was redirected to the same product page (Page B) that had no reviews to show. Here’s what we found:
Page value increase
Samples
Conversion rate increase
Seconds increased page view time