Sexual Health Attitudes
LELO was seen as an intimate products brand rather than a FemTech thought leader. To earn credibility and destigmatize intimacy in conservative APAC markets, I needed to lead with education - transforming brand perception from product seller to women's health advocate.
Brand Repositioning
Thought Leadership
Content Strategy
Strategy
Commissioned original research creating proprietary data that would position LELO as an authority while generating media interest. Designed study around culturally relevant topics: sexual stigmas, virtual intimacy, how pandemic conditions affected sexual perspectives. Timed release with World Sexual Health Day for amplification.
Execution
Hong Kong: Partnered with research firm to survey 800 respondents, crafted questionnaire, analyzed findings, and authored full report. Collaborated with illustrator Claudia Chanhoi to transform data into visually engaging assets. Integrated insights to validate Come Together tram campaign.
Japan: Replicated with localized execution— partnered withJapanese research firm, illustrator Kimiaki Yaegashi, and launched findings at premier Femtech Fes tradeshow to establish thought leadership.
Impact
20%
increase in engagement
95%
increase in direct search
2.8M
reach across tier-1 publications
