Promoting Erotica in a deeply conservative Africa through digital media in a way that is culturally appropriate and gain great awareness and possible sales. Using clever content marketing and the power of digital media

1. Cracking the
Erotica Market in
Africa
(hypothetical plan)

2. The Brief
Company XYZ sells erotica products and wants to
increase product awareness as well as generate sales
online through content.
However, they have a few challenges:
• Google does not allow sexually explicit content to be
advertised
• Company XYZ wants to leverage on popular websites
which cannot have explicit content because it will
make their other advertisers uncomfortable
How do we help XYZ reach a wider audience and
generate sales whilst navigating the above issues?

3. Situation Analysis
• Africa is inherently
conservative
• Public discourse on
sex and related topics
is shunned upon
• Ironically, discussions
on sex are popular
when friends chat
privately

4. The Target Audience
Modern day Adult (25- 45)
 Actively reads columns online
 Spends a considerable amount
of time on the phone
 Is open minded and willing to
try things
 Constantly looks for information
on how to improve themselves

5. The Digital Opportunity: Leveraging Dark Social
 According the latest stats released by Communications Authority of Kenya (CAK),
more than 80% of Kenyans have internet access – more than 30 million
 Over 10 million people in Kenya are on WhatsApp
 There are 362 million active internet users in Africa

6. Insights
Market insight:
Erotica products
move by word of
mouth
Societal Insight:
Africans are
inherently
conservative
Brand Insight:
Brand needs to
leverage on digital
media to increase
sales
Consumer Insight:
They spend a
considerable
amount of time on
their phones

7. The Brand Opportunity
 The target audience is
always online and loves
to share their findings
with friends
 Create content that is
easily shareable and
entertaining

8. “
Theme -“Talk Time”
Initiate content that will spark
conversations and conversions
The Big Idea

9. Methodology
We will create
content with the
intention of
creating a loop
that keeps on
giving.
• Call attention to a
problem via
content
• Provide solution
and gather leads
Awareness
• Continuously
engage with
content
• Provide chance
for conversion
Consideration
• Consumer buys
something
• Referral program
to promote loyalty
and word of mouth
Decision

10. The Content Execution
 Makeover Show
 Confessions club
 Dial a therapist

11. 1. Makeover Show
 Makeover show with short clips on how
to make your bedroom ideal for
relaxing
 Cleverly add sex advice using XYZ
products in each of the videos
 Place XYZ company products into
cheekily packages and cross sell them
by adding them to each room made
over
 Promote the videos on popular
websites as the hot new series to
watch
 Promote fan engagement via making
over the bedroom of nominated people
who also win XYZ hampers
 Create e-books that summarize the
tips to allow us to get emails and
additional subscribers to the show.
How fit is your bedroom?

12. 2. Confessions Club: the ultimate safe space
 An online community where people can
create personas and share their
confession
 This will be hosted on a portal where we
will have an XYZ store on the
community page with products
available for ordering anonymously
 Articles will be written to promote and
explore the conversations there as well
as encourage sign ups.
 The signups create an email database
to be used for future promotions and
continuous engagement
You’re never alone...

13. 3. Dial – a – therapist
 This will be a subscription club promoted
via social media.
 When you join via SMS or email, you get
access to exclusive tastefully done sex-ed
material by a renowned expert that cross
sells XYZ merchandize, through WhatsApp.
 We’ll build a database of phone numbers
and emails to use in future promotions
 We can incentivize purchase through
adding content extras to reward
customers-e.g. If you order XYZ products
via the Whatsapp number, you get access
to a real therapist for free
Tell me all about that...

14. Thank you.