Tag: earned media

Liaison Dangereuse: Striptease Shopping

Valentine’s lingerie shopping, turned into a show

Liaison Dangereuse, a German lingerie brand, gave Serviceplan a creative challenge: increase lingerie sales around Valentine’s Day.

Seduction always works. So what about making the buying experience attractive and unique for men by giving them the opportunity of buying lingerie directly from the body of beautiful models, and pairing that with a memorable striptease? Thus a new way to sell online lingerie was created.

The mechanism that changes behavior

The idea reframes checkout as participation. Instead of browsing product grids, the customer “shops” from the model, which makes selection feel more like discovery than transaction.

In ecommerce and performance marketing, the fastest lever is not more traffic. It is reducing hesitation by making the path to purchase feel emotionally easy and socially tellable.

Why it lands with the intended buyer

This is built for a very specific Valentine’s reality: many male buyers want help choosing, and they want the moment to feel confident, not awkward. A guided, theatrical experience removes indecision and makes the purchase feel like part of the gift.

Earned media as a built-in distribution layer

Serviceplan not only generated free media coverage from major websites, newspapers and magazines in Germany, it also reported additional traffic of 155% to the Liaison Dangereuse website. Reported sales went up by 50% during the promotion.

Click here to watch the video on Ads of the World website.

What to steal for your next conversion stunt

  • Design for the buyer’s emotion. Remove embarrassment and decision anxiety. Add guided confidence.
  • Make the shopping path the story. If the mechanic is inherently retellable, distribution comes with it.
  • Focus the experience on the highest-friction moment. Choice, not payment, is often the real dropout point.
  • Measure what matters. Track uplift in qualified traffic, add-to-cart rate, and conversion, not just press mentions.

A few fast answers before you act

What is Striptease Shopping for Liaison Dangereuse?

It is a Valentine’s-focused ecommerce activation that lets men buy lingerie through a model-led, striptease-style interface, turning selection into a playful, guided experience.

Why did it generate strong earned media?

The buying mechanic is unusual and inherently shareable. It creates a simple headline and a clear demonstration that journalists and viewers can understand instantly.

What results were reported from the promotion?

Campaign summaries reported +155% website traffic and +50% sales during the promotion period.

Kit Kat: Jesus Loves Kit Kat

When a bite turns into a “sighting”

Every so often the internet latches onto a “miracle” story. This one starts with a simple, everyday moment. Someone takes a bite of a Kit Kat, and suddenly the bite pattern is framed as a face. Cue the inevitable question. Is it real, or is it just our brains doing what they always do with patterns?

Either way, the punchline lands immediately because the brand line is already waiting for it. Jesus loves Kit Kat. Have a break. Have a Kit Kat.

The stunt behind the headline

The mechanism is a simple one. Take a familiar cultural pattern. The “miraculous sighting” story. Then attach it to an everyday object and let curiosity do the distribution work.

In European FMCG marketing, low-budget PR seeding can outperform paid media when the story is easy to retell and the brand cue is unmistakable.

In this case, the campaign is described as being kick-started by sending a tip to major Dutch news sites about a “Jesus face” discovered in a bitten Kit Kat, complete with “proof” photos. Once the story lands, the audience spreads it for free, partly to react, partly to mock, and partly to forward the joke.

Why it lands: the audience writes the punchline

It works because the viewer instantly knows what to do with it. “Is it real” is the hook. “Obviously not” is the release. Then the slogan becomes the comment section fuel, because “Have a break” and “Give me a break” are ready-made responses that keep repeating the brand.

What the brand is really buying

This is not persuasion. It is memory and talk value. The goal is to force a moment of attention in a low-involvement category, then lock the attention to a slogan people already know well enough to quote without effort.

What to steal if you want earned reach without begging for it

  • Use a story shape people already recognise. Familiar formats travel faster than “new idea” explanations.
  • Make the brand cue inseparable from the joke. If the gag works without the product, you are funding entertainment, not brand recall.
  • Design for repeatable phrasing. The best hooks come with a built-in line people will type in their own words.
  • Know the risk. Hoax-style PR can backfire if your category depends on trust, seriousness, or institutional credibility.

A few fast answers before you act

What is happening in “Jesus Loves Kit Kat”?

A playful “sighting” style story frames a bitten Kit Kat as if it reveals a face, and the curiosity and debate around it drives sharing.

What is the core mechanism?

PR seeding plus a familiar meme-like story format. People click to judge it, then share to react, mock, or pass along the joke.

Why does this kind of story travel fast?

Because it is easy to retell and invites opinion. The audience becomes the distributor by arguing about whether it is “real”.

What is the brand risk to watch?

Hoax-style hooks can backfire in categories where trust and seriousness matter. The technique needs category-fit and tone discipline.

What is the most transferable takeaway?

If you use a cultural format people already recognise, make sure the brand cue is inseparable from the punchline, otherwise the joke outlives the brand.