— Case Study
Pasante had a product that matters. Getting it onto people's feeds was the hard part.
Sexual health is a subject most brands tiptoe around - and a market where everyone's trying to shout over each other.
As a team that believes good information should never feel awkward to talk about, we were glad to help Pasante say what they stood for, loudly and proudly. Here's how we did it.
KEY INSIGHTS
Challenge
Pasante needed a way to promote their products whilst also building a community of sex-positive advocates.
Diagnosis
Sexual health carries a sense of taboo, making audiences hesitant to engage openly. The bottleneck was permission to talk about it plainly.
What We Did
By leading with education rather than promotion, we built an audience who shared that belief first - an audience far more likely to share, repost, and convert into sales.
Impressions achieved across social content.
Follower increase achieved across social content.
Engagements achieved across social content.
The Challenge
Pasante were looking for a way to reliably promote their range of products on social media - boosting sales while building a genuine community of sex-positive advocates.
The Diagnosis
Pasante's challenge was really two challenges at once.
Sexual health carries a lingering sense of taboo, making audiences hesitant to engage openly - while the sector itself is crowded, with brands competing hard for the same attention. The bottleneck wasn't demand... it was permission to talk about it plainly.
What We Did
We built a strategy centred on sexual education, published primarily across Instagram and Facebook, rooted in Pasante's mission: that everyone has the right to have safe, consensual sex. By leading with education rather than promotion, we built an audience who shared that belief first - an audience far more likely to share, repost, and convert into sales.
That same educational focus let us tackle both sides of Pasante's challenge at once: informing a growing audience with the facts around sex, while naturally positioning Pasante's products as part of making healthier, safer choices.
Alongside this, we celebrated the community itself, turning followers into advocates rather than just customers.
Our Human-First Approach
Sex is a subject many people are wary of discussing openly, so a product post was never going to win Pasante an audience on social media.
Instead, we started with what people actually needed: honest, unembarrassed sexual education, rooted in Pasante's belief that everyone has the right to safe, consensual sex. That drew in people who shared the belief.
And as the followers grew, we celebrated them as individuals, turning followers into advocates, and an audience that believes what you believe is far more likely to share, and to buy.
The results are in
In partnership with Giraffe Social, Pasante went from a product on the shelf to a genuine voice in the sexual health conversation, achieving over 1,660,000 impressions and reaching well beyond their existing following.
The content that moved the numbers
Sexual health doesn't have to feel clinical or taboo. We created a social media strategy that made it feel honest and human - education-led content that built trust with the audience, and made Pasante the brand they wanted to share, not just buy from.
Better creative begins with a conversation.
We'll listen to what you're trying to achieve and show you what's possible.
