Come Together
LELO, an award-winning intimate lifestyle brand, needed to break into Hong Kong's saturated wellness market with a culturally taboo category. As regional GM, I had to move beyond digital advertising to create cultural visibility that normalized intimate wellness conversations in one of Asia's most conservative markets.
Category Repositioning
Market Entry Strategy
Integrated Campaign Development
Strategy
Identified Hong Kong's iconic tram system as an untapped platform to normalize intimate wellness at scale. Created unavoidable cultural visibility through the iconic “ding ding”, reaching commuters across high-traffic Hong Kong island routes while maintaining cultural sensitivity through educational positioning.
Execution
Transformed 2 trams into moving billboards (15 daily roundtrips for 2 weeks) supported by 4-week shelter wraps at Central station. Timed with global "Masturbation May" moment and integrated QR codes linking to custom landing page and sexual health survey—repositioning brand from taboo product to wellness authority. Led cross-functional execution: creative, regulatory navigation, digital integration, media strategy.
Impact
75%
increase in direct traffic
12%
growth in new user acquisition
4M
total reach across 6 week campaign
