Lovely is a Polish start-up producing an intelligent erotic toy which generates suggestions and pieces of advice that help to improve the quality of couples’ sexual lives. The company obtained funds for its development from an American crowdfunding campaign. They managed to create a high-class product, yet it is expensive and unfamiliar to Polish customers.

Communicating embarrassing matters in a light manner

Our objective was to promote the crowdfunding activity of Lovely in the Polish media. Lovely applied a totally new crowdfunding method – issuing shares by Dom Maklerski Capital Partners S.A. Lovely planned to obtain 1,6 mln PLN. The collected funds are used to design a cheaper product and further develop the company.

We faced the challenge of promoting the product related to sex – a topic which is not easy for everyone. Lovely wanted to build a premium brand image, created with taste and without overbearing promotion by bloggers or influencers.

We created a list of the media which are interested with technological novelties. We sent promotional packages to 10 selected journalists. They contained a vibrating ring Lovely, a specially prepared and decorated cookie and a short handwritten letter. The press notes were delivered by mail. We created a sweet and personalized package to give lightness for the topic. The idea behind sending the cookie and the handwritten letter was to highlight our individual approach to each package.

Results

As a result of our activities we got publications in planned business media and drawinterest of technological media. Public issue conducted by Dom Maklerski (Brokerage House) is still pending, yet the customer noted increase of interest in the product and purchase of shares. The distribution agreement for the Polish market was also signed and the decision was made to reduce the product price.