Case Study on adultshop.com

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...... umbrella brand, user-friendly, non-pornographic website, able to command price premiums, drive innovation and build investor support. An unbranded subsidiary business serviced the heavy user group.

Brand identity began with a custom-designed signature font and a 3D animated logo. Humour replaced sexually explicit images. Adultshop.com print ads splashed witty text messages on distinctive purple backgrounds that intrigued rather than intimidated. Media placements broke new ground, blanketing city streets with supersites, transit shelter posters and bus ads. The open, fun tonality dispelled the negatives surrounding adult product marketing. Adultshop.com became the first brand in the category to have its advertising accepted by mainstream media.

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As a result of broad consumer acceptance, Adultshop.com pioneered online shopping partnerships, site integration and content sharing. And while mainstream consumers embraced the campaign wit, a cult following carried the logo into tattoo shops. Brand building continued with nightclub sponsorships, event marketing, ambient media, radio, direct response ads and even in recruitment advertising.

The Result

Despite no pornographic content, Adultshop.com has become the number one adult site in Australia and one of the top 10 e-tailing sites in the country. 30% of all customers are females, vis-'is the 5% norm for the category. Female products outsell male products 2 to 1.

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Banner click-through rates of 12% are five times the industry average.

The site has registered consistent sales revenue growth; a sale campaign generated 120% sales increase.

Following its launch, Adultshop.com became the best performing dot.com stock and is on target to turn a profit. International expansion is underway with lives sites in the US and Germany .

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