About the product
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:
- Have a regular sex life
- Care for high-end products
- Are willing to test the condoms at least five times within a four-week period
- Are between the ages of 18 and 55
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.
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 A had an average page view time of 2’15” while Page B had 1’32”
- Page A had a 207% page value increase with €0,89 against €0,31 on Page B
- Conversion rates increased by 245%. Out of the 400 consumers who were interested in LELO HEX condoms, Page A converted 13 buyers from Group A, while Page B converted 5 buyers from Group B
Page value increase
Conversion rate increase
Seconds increased page view time
“The condom’s special structure definitely has a positive impact on your sex experience compared to a regular condom.’’
“I was very curious, how could a condom be that special? The LEO HEX condoms turned out to be really strong, yet much more flexible than Durex for example. You can stretch them a lot before they actually rip. The condoms are easily slipped on, have a comfortable fit and don’t slip off (and fortunately there’s no sign of cracks!). The condoms special structure definitely has a positive impact on your sex experience compared to a regular condom. Another positive asset: there’s not much latex odor on it. I like them very much and will definitely keep using them in the future.’’
Campaign testimonial – Working with Stars and Stories has proven to be an excellent choice for us. To sell a new product like this, you need authentic stories from previous users, preferably prior to launch. Consumers want to know why they should buy it, what is so special about this product, and the reviews that Stars and Stories delivered were able to do this. They created on-page credibility and made our sales go up. I would recommend this service to all retailers without a doubt.
Stéphanie Hulleman, CLS Healthcare