British multinational retailer company specialising in sex toys and lingerie, with 80 high street stores in the UK, Ireland, and the Channel Islands. When Meta restrictions on adult content proved to be too restrictive, the business needed an agency who could solve the campaign issue and reach the target audience effectively
Ann Summers
Social media - paid, SEO outreach, SEO link building
The Ann Summers paid social channel was not in great shape when the Summit team took over.
The company had been penalised by Meta’s incredibly tight restrictions regarding adult content in paid advertising.
Because of previous unintentional infractions, the Ann Summers website had been blacklisted by Meta, which affected the audience, content, and tracking.
Summit was brought onboard to create a solution which would boost traffic to the site and also capture data to understand the effectiveness of the campaigns in place.
Summit was brought onboard to create a solution which would boost traffic to the site and also capture data to understand the effectiveness of the campaigns in place.
The solution consisted of changing the advertising content to focus on the lingerie side of the business rather than sex toys, and building landing pages that Meta deems “safe” for its audience.
Once confidence in the strategy, Ann Summers increased the budget – just in time for the launch of the “Miss Santa” campaign.
The campaign objective was to grow social traffic in the run up to Christmas, focused on the new lingerie collection and enabling the company to show and share their diversity credentials.
Although difficult to track, the aim of the campaign was to grow December traffic by 10% year on year (YoY), a target which the Summit team smashed, delivering 193% increase instead.
In addition, the company received positive feedback for its diversity and body positivity, as the content used a wide range and variety of models
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