Cracking Christmas surprise with a rechargeable sex toy company

  • +10.3k Page views
  • +2k New users
  • 50 High-quality backlinks
  • +350 Shares on social media
  • +22k Sessions
  • 9.5k Additional revenue

Project overview

In the year the global pandemic took hold, Herd worked with Ricky.com, a rechargeable sex toy company, to deliver a product PR campaign that would bring fun and frolics to the UK, just in time for Christmas 2020.

The unique offering, along with a playful press release, helped secure 50 show-stopping backlinks in high-quality publications such as LADbible, Metro, and The Sun.

Not only did the campaign boost the quality score of the website, but it also improved user behaviour signals, driving visitors to the site and ultimately, increasing revenue for the growing sex toy company.

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The brief

Ricky.com was a start-up brand, eager to build brand awareness and increase the number of visitors to their site.

With this in mind, our PR team put on their creative hats to produce a product PR campaign that resulted in some very impressive results.

Key objectives

  • To deliver a campaign with a limited budget, securing high-authority, relevant backlinks to a new and very unique product - a Christmas cracker with a sex toy surprise

How we did it

Our approach was to create a unique product that could be bought as a sexy surprise gift for a loved one – raising an eyebrow and a smile at Christmas time during the pandemic.

Once the idea was finalised, the company went away to develop a limited edition Christmas cracker with a cheeky sex toy surprise hidden inside.

A new product page was developed describing the unique product, including its key features and functionality to pull through product reviews.

A supporting blog post was written to announce the product and our in-house development team updated the banner image on the homepage – you couldn’t miss this new and exciting product!

Next, we set our sights on creating stand-out product PR to promote the exclusive product. Our Herd produced some enticing product photography and a tongue-in-cheek press release highlighting the strains of lockdown and why it was ‘time for a tug’ with Ricky’s brand new product for Christmas.

The release was syndicated out to a list of relevant outlets, including journalists who have covered similar topics, and publications that have categories on-site dedicated to ‘sex and relationships’.

It was then all systems go responding to journalist enquiries to ensure we received the coverage the product deserved.

“Gareth, Tim and the whole team at Herd have been exceptional. They are an agency that really go above and beyond to help you succeed. We’re a new start-up brand and they’ve been really supportive in these early days to guide us and build a phenomenal e-commerce website on a limited budget. When you find an agency who will reply to your 9pm emails – you know they’re living and breathing your business right alongside you."

Tom Thurlow Founder, Ricky.com

Project highlights

The development team implemented a dedicated banner image on the homepage, featuring Ricky Rabbit and the cracker with links to the new product page.

A product page was created to include imagery, a unique product description and functionality to pull through reviews.

We shot lifestyle photography of the product to be used on social media, email newsletters, and press release syndication.

A tongue-in-cheek press release was created to pitch the new product to relevant news outlets.

Using our media directory, a seeding list was generated and our press release was syndicated to high authority publications.

Development highlights

We designed an exciting and playful new site with UX functionality at the forefront, incorporating ‘Find the right vibrator’ menu with images for quick access to the right product first time.

On product listing pages. Shopify does not offer out-of-the-box filtering of Product Listing Pages (PLP). Herd's smart tagging app allows for the introduction of SEO-friendly pages based on product attributes.

We developed a custom mega drop-down navigation that includes selectable images for each product range and category.

To give a competitive edge for long tail searches, we included overrides in Liquid in combination with collection metafields.

We matched the tag against metafield data as well as images and content spots.

We developed an inspirational and informational content hub with aggregated landing page which pulls in other blog categories – Ricky News, Sex Guru, and Real Life.

Custom integration reinforces trust signals from positive customer reviews and improves conversion rates and visibility in search engines.