For years, intimate care and female sensuality have been clouded by stigma. But as platforms like Nextory report a 4x increase in downloads of erotic audio novels, cultural attitudes are shifting. Recognising this trend, we partnered with Kronans Apotek to create Intim Rutin, a daring campaign to reframe intimate wellness by leveraging the rising popularity of sensual storytelling.

At the heart of the campaign are two 15-minute audio novels that weave Kronans Apotek’s intimate care products into engaging, sensual narratives. This innovative approach positioned intimate wellness as a natural extension of self-care, similarly to skincare.

To bring this vision to life, we collaborated with influencers Felicia Aveklew and Fanny Klefelt, both renowned for their body-positive and wellness-focused content. Pre-launch teasers on TikTok showcased their friends’ and families’ reactions, creating intrigue and sparking conversations. To boost the campaign further, we enlisted selected UGC creators who shared their own listening experiences, broadening the campaign’s reach and authenticity.

With over 5,000 Spotify listens, Intim Rutin demonstrated the unique power of audio storytelling to captivate audiences in an authentic and engaging way. The result? Listeners stayed, not out of obligation, but because they genuinely wanted to. These audio novels not only entertained and inspired but also immersed consumers in an experience so compelling that they willingly stayed and listened to an ad for 12 minutes.

The campaign launched in three steps:

• Pre-Launch Teasers: Influencers Aveklew and Klefelt shared TikTok clips of friends’ and family reactions, building intrigue around the audio novels.
• Audiobook Launch: The novels premiered on audio platforms, with the influencers promoting them across their channels.
• Message Amplification: UGC creators shared their experiences and reactions, spreading the campaign’s buzz across social media.

What we did: Idea & Concept, Audio Production, Influencer Collaboration, Social Media Activation