In this case study we will show the results of promoting the products of the global company Lovense.
Adult toys are allowed for sale all over the world (except for 6 countries), but the promotion of such products is prohibited by the advertising policy of social networks.

That's why Lovense managers approached us, because they learnt that we can easily run targeted advertising on Facebook and Instagram, bypassing the moderation of these platforms.

About the project:

Lovense is an online retailer with adult toys that is unable to run targeted advertising on FB/Inst due to constant blocking of adverts showing toys.

Lovense ships its products all over the world. The shop has a well-packaged website with online payment connected, which will significantly help us to improve ad optimisation (more on this later).

The shop has GA4 (Google Analytics) statistics connected, which helps us track orders that came specifically from our advertising campaigns.
The shop has a large range of toys for both men and women, which increases the possibilities in creating adverts.

After a little chat with Lovense's marketing director, we decided to run a test period to analyse the return on advertising on a small budget of $100.
The test period lasted 6 days (1 day of preparation + 5 days of active advertising)

Goals of the advertising campaign:

• To bring in at least $100 worth of purchases
• Provide a steady stream of advertising
• To show management that targeted advertising of adult toys in FB/Inst passes moderation

Stages of realisation of the advertising campaign:

Stage 1. Preparing for launch
It is important to realise that our advertising is unique! Just think back, how often have you seen adult toy adverts on FB/Inst? We think, never. That's why our main task is to bypass Meta moderation, launch advertising creatives with toy demonstrations and drive traffic to the shop's website, where customers will already make online payments for goods.
A little about our target audience:

• Men (18-45)
• Countries: USA, Canada, Australia, UK.

P.S. In our experience, we know that most toy orders are made by men, both for themselves and for their other halves. Therefore, the adverts were run only on men.

Stage 2. Launching creatives and passing moderation
Perhaps this is the most important stage in our work, because the success of our advertising campaign depends on it.
Creatives
We tried different formats of creatives:

• Video creative with a demonstration of the toy application. Yes, we know how to bypass moderation, so there is no limit to our fantasies. We can place adverts with any content and not be afraid of being blocked. Translation of title: "Have an Org*sm Anywhere"

Passing moderation
When demonstrating our creatives, we were not afraid to copy them, as most marketers will not be able to pass Meta moderation when launching such creatives. It is the ability to pass moderation that gives us a huge advantage in the market.

Stage 3. Going to the site and shopping
To pass moderation we needed to not only mask the creatives, but also the landing page that people click on from the adverts. We have two options for masking the landing page:

1. Cloaking - substituting the main site with a white site (one that will definitely pass moderation). Special software that shows the bots moderation white site, and our clients the main site
2. Layout site - a one-page site on which we install a button with a link to our main site. This method slightly degrades conversion rates, but adds the ability to set a pixel to that page, which can better optimise ads for those who have definitely clicked through to the site.

In this case study, we used a placeholder site because when analysing the results, this method didn't degrade the conversion rate much.

After clicking on the button "Go to website" the user goes to the official website, this transition will be displayed both in the statistics of the advertising cabinet and in the analytics of utm-tags of the shop itself. After that all clicks, additions to the basket, purchases of goods that the user will make, will be displayed in the analytics of the shop, which will give full information on the payback of our advertising company.

Results of the advertising company:
During the test period we spent $100 of advertising budget and received purchases for $650. We consider this to be a good result, as the investment in advertising paid off by 650%.
At the beginning we talked about the possibility of online payment on the site, now we will tell you in more detail how it helped to optimise the results in our advertising campaign. We installed the pixel not only on the "Go to website" button of the landing page, but also on the page that opens after paying for the product on the website.

P.S. If you without the help of a specialist in circumventing blocking, also install the pixel on the payment page of your site, then more likely Meta will block your advertising company, this will happen because Meta algorithms know how to go to the pages that precede the payment page, and there we will have all the information about the product, which Meta will be happy to block, so before you start self-start it is better to consult with a specialist in circumventing blocking.

What is the benefit of this pixel? The thing is that Meta will collect all the information of users who have made a purchase on our site and further optimise for the audience, which will fit the criteria of those who have already made a purchase on the site. This trick works for all shops with online payment, you can use it:)
Let's move on to the results of our advertising campaign, below we will show the results of two creatives, examples of which you have already seen above

Out of 238 conversions to the site, 9 purchases of $750 worth of goods were made. We believe that this test was successful, as the return on investment in advertising was 650%. After such a successful test period, we started a full-fledged cooperation with Lovense. In the future we will share the results of advertising campaigns with an advertising budget that is already many times more than $100.

And now we want to give some tips on attracting customers to adult shops:

• If you drive traffic to the site, its design should be comfortable to read and convenient to place orders. You can ask your acquaintances to review your site to point out any flaws in the design.

P.S. You should always put yourself in the shoes of a customer who is visiting your site for the first time.

• If you only have your Instagram or VK profile, try to design it as informative as possible. So that when a customer clicks through, they see all the information on products and delivery at once. For example: Adult Toys | CIS delivery | Online payment. In the description you can specify more detailed information.
• When communicating with customers in private messages do not try to immediately sell the product. First find out what exactly is interesting to a potential customer and then demonstrate your product. Write all messages with the idea that you are selling a toy to your best friend. Believe me, people will feel this in the communication.
• If you want to independently run targeted advertising for your shop, then do not try to run creatives like the ones we provided above, because without knowledge of how to bypass Meta moderation you simply will not succeed. Try to compose your ad creative in a veiled way, so that it does not contain direct words such as "s*x toy", "vibrator", etc. There should also be no pictures showing such toys. This method of advertising will have many times worse effectiveness (as people will not clearly understand what you wanted to convey to them), so we are of the opinion that everyone should do their own thing: adult shops - sell toys, marketers - set up advertising with a good return on investment

If you have a request to promote a business whose advertising is prohibited by Meta moderation, we can help you, leave your request and our manager will contact you to discuss the details of cooperation.