The Trojan Brand Condoms SEO and social team at Razorfish have had success integrating SEO-enhanced website articles within social content strategies to amplify marketing performance.
Based on past successes, we found an opportunity to create evergreen, website content called “55 Goals for your Sex Bucket List” that would serve the purpose of engaging Trojan’s social audience, reach new social communities, and drive website traffic to generate consideration in the Trojan brand and its products.
Our business goals were:
Our content goals were:
Strategy
The Razorfish team recommended the brand team pursue a 'Sex Bucket List' article, emphasizing its potential to organically increase search visibility by establishing brand authority and awareness within an untapped search market.
The team found that keywords semantically related to the term “sex bucket list” amassed 112K avg. searches/month. Given the broad search intent, an article tapping into this trend would reach different audiences with similar search behavior and help bring new users to Trojan’s website. In addition to the article, Razorfish’s Search and Social teams worked together to monitor trends and assess the most impactful timing to integrate a social-led strategy around “sex bucket list” into content calendars.
One of the biggest challenges for the social team involved translating the long-from content into digestible, scroll-stopping content made intentionally for social feeds and social audiences. The Razorfish team reimagined the article to be presented in an everyday context, led by a creator and positioned to make the content feel actionable. Additionally, the team navigated Community Guidelines by ensuring the content focused on sex education and avoided elements that may get restricted.
Execution
For the article, the Razorfish SEO team developed a “sex bucket list” packed with keyword-driven inspiration that included sex position ideas, goals for new sex locations, and creative/kinky activities or fantasies. This list aimed to drive Trojan’s visibility and rank in search for numerous, broad matches connected to the primary keywords.
The team also collaborated with the Razorfish design team to create a highly visual and compelling “Sex Bucket List” infographic, which was featured in the article to hook viewers, enhance engagement and encourage readers to spend more time with the content. Shoppable links were also included alongside product whenever it was mentioned in the article which purposefully guided readers through consideration and to conversion.
The Razorfish social team then strategically crafted two episodic social posts designed to keep viewers engaged by pacing the delivery of the article content across a two-part Sex Bucket List series. The first of these episodes was Sex Bucket List: Positions, which hooked in viewers with the comedic approach of selecting different position ideas from a physical bucket. From doggy-style to standing sex and anvil position, all ideas were pulled from the bucket to introduce the element of chance and keep viewers watching. Our creator also broke the fourth wall and spoke directly to viewers, explaining each position and keeping them continuously engaged. We made this series ownable to Trojan by tagging each position to a different condom, reinforcing product variety and keeping Trojan’s condom portfolio top-of-mind. In Part 2 of the series, the post Sex Bucket List: Locations took viewers on a virtual escape to different potential sex locations, encouraging people to embrace their inner “sexplorer” during summer and reinforcing Trojan’s product portfolio by integrating condoms, vibrators and lubricants that take sex in new locations—whether that be the beach, in a tent, on a balcony or rooftop—to the next level.
PROVING THE POWER OF INTEGRATED SEO AND SOCIAL ACTIVATIONS
The Sex Bucket List content series expanded Trojan’s reach and engagement to new social communities without any media spend. TikTok and Instagram posts reached a collective 54K impressions, 2.3K engagements, and 748 shares via direct messages or reposts. Both posts collectively beat engagement benchmarks by 100%.
Expanded reach helped organic search by generating 12K Clicks and 142K Impressions from Google Search off 80 page 1 keywords (14 of which were in position #1) between August and December 2024. The article became one of the top-performing, non-product pieces of content and drove all its organic search clicks from non-brand terms, proving that we can capture engaged, category consumers who aren’t necessarily considering Trojan. Sex Bucket List had a 9% clickthrough rate – the highest CTR of any article page and +391% higher than the avg. CTR - showing resonance in engaging consumers with other pages throughout the website.
The combined power of social reach and engagement with organic visibility helped drive 2.1K conversions (20% conversion rate). The article achieved the highest number of MikMak Purchase Intent Clicks (62) and Purchase Intent Value ($1,209) for content not focused on condom sizing, historically the most effective type of content on the Trojan website.
This integrated strategy supercharged Trojan’s awareness within relevant, compelling sexual health conversations. It also empowered the brand team to shift their focus to lifestyle-based, sex education topics that could be integrated into several different marketing channels to increase impact.
