Goals and objectives
Despite Sweden’s international reputation for sexual openness, discussions around intimacy remain surprisingly taboo. Sinful, Europe’s largest online retailer of sex toys, set out to challenge this paradox. The campaign aimed to normalize conversations about sexuality, dismantle stigmas, and position Sinful as the leading authority in Sweden’s competitive market.
Partnering with Schibsted Brand Studio, Sinful launched a bold native campaign on Aftonbladet.se, Sweden’s largest news platform. The strategy combined expert-led content, educational storytelling, and tasteful visuals to spark meaningful conversations. The overarching goals were to elevate brand awareness, inspire Swedes to embrace intimacy, and ultimately drive traffic and sales.
By addressing common stereotypes and incorporating trusted voices, the campaign sought to create a movement that resonated with modern Swedish values—transforming the outdated myth of “The Swedish Sin” into a message of empowerment and openness.
Surprising Insights
A post-campaign effectiveness study conducted with Brand Metrics revealed significant brand uplift among those who engaged with the content. Key findings included:
- Brand Awareness: Increased by 10.6 percentage points
- Brand Consideration: Rose by 11.3 percentage points
- Brand Preference: Grew by 3.3 percentage points
- Purchase Intent: Increased by 2.2 percentage points
Schibsted’s proprietary Content Review methodology—based on regression analysis of 3,400 native campaigns—highlighted that brand uplift was primarily driven by content appreciation, followed by credibility, inspiration, and knowledge gain.
Among 1,697 respondents:
- 90% liked the content (benchmark: 72%)
- 54% found it inspiring (benchmark: 45%)
- 44% considered it credible (benchmark: 32%)
- 61% reported being encouraged to explore Sinful’s products further
These results confirmed that the campaign not only delivered on its objectives but also set a new benchmark for native advertising effectiveness in Sweden.