Summary
Kamasutra Condoms, driven by Gen Z's digital preferences, launched Kamaverse, a Metaverse platform challenging taboos around sex. The media campaign achieved impressive results, reaching over 20 million users, garnering 26 million impressions, and trending on Twitter for 5+ hours. The strategy leveraged a virtual influencer, gamified challenges, and precise data targeting, solidifying Kamasutra Condoms as a leader in sexual wellness in the digital age.
Challenge
The primary objectives were to challenge societal taboos, promote sex positivity, and provide a safe space for sexual exploration. Kamasutra Condoms aimed to establish a prominent online presence through Kamaverse, using the Metaverse as a means of communication to educate and engage its audience. The business challenge involved navigating societal norms, fostering a positive perception of sexual wellness, and creating a space where health information could be accessed and shared without stigma.
Objective
Gen Z, comprising 95% smartphone users and online gamers, presents an opportunity for Kamasutra Condoms. Common Sense Media's study underscores the receptivity of this audience to digital storytelling and innovation. Recognizing the potential to challenge societal taboos around sex, Kamasutra Condoms launched Kamaverse, a Metaverse platform addressing unsafe online explorations. With a three-decade history of challenging taboos, the brand sought to leverage the rise in smart device usage among Indians. The Metaverse space chronicles ancient Indian history on sexuality, emphasizing a 'safe' space. The Kamaverse website supplements this, encouraging participation through contests. The data strategy plays a crucial role in identifying the right audience cohorts, driving participation, and ensuring the success of the campaign.
Strategy
The approach involved creating Kamaverse, a Metaverse platform, catering to Gen Z's digital preferences. The seven zones provided diverse experiences, from product exploration to guided tours by the virtual influencer, Kamya. Strategic campaigns across Facebook, Instagram, and Google amplified engagement through challenges like Treasure Hunt and NFT contests. Influencer collaborations and targeted ads enhanced participation. A unique focus on creating a safe space and leveraging interactive content ensured a modern and positive take on lovemaking in the 21st century.
Data
The success was attributed to the brand's legacy of challenging taboos, combined with a fresh approach in the digital realm. Leveraging a virtual influencer and gamified challenges enhanced user engagement, aligning with Gen Z's preferences. The comprehensive data strategy ensured precise targeting, amplifying campaign success. The Kamaverse initiative reflects an evolution in brand communication, tapping into digital spaces to reshape societal perceptions around sex.
Solution
Results
The media campaign achieved remarkable results, reaching over 20 million users with 26 million impressions and a 3% CTR. The Product Zone received 100+ clicks to the ecommerce page, demonstrating tangible consumer interest. Influencer reels garnered over 2 million views, and the campaign trended on Twitter for over 5 hours. The extensive coverage in 35 publications further solidified the impact, establishing Kamasutra Condoms as a leader in sexual wellness in the digital space.
