Why Meridian Grooming Is Taking on Sexual Health Stigma in a Cross-Channel Campaign
The Insights
- Holistic Approach to Sexual Wellness: Meridian Grooming’s campaign goes beyond body hair grooming by addressing sexual wellness through complementary therapy and sex advice.
- Influencer-Driven Engagement: Partnering with well-known influencers like Alyssa Shelasky and Tracey Cox, Meridian creates a cross-channel marketing strategy that integrates livestreams, written content, and interactive Q&A sessions.
- Strategic Collaborations for Greater Impact: Meridian’s collaboration with other sexual wellness brands, such as LOLA and Hello Cake, strengthens the campaign’s influence.
The DTC body hair grooming brand, Meridian Grooming, is leading the conversation around sexual wellness this month by launching a new service in which consumers can receive complementary therapy/sex advice from a panel of influencers
Influencer partners, giveaways with four other like-minded brands in the sexual wellness space, and Instagram live Q&As with sexperts are included in the cross-channel marketing campaign. In addition to celebrating sexual wellness month, it provides an opportunity for an inclusive space to highlight the importance of communicating preferences with partners and more with a sex positive mentality.
Among the influencers tapped for this campaign are Alyssa Shelasky, Tracey Cox, Todd Baratz, and Dr. Rufus Spann as they are creating content through livestreams, written pieces, and email Q&As with the goal to provide sexual wellness advice to their community. The financial agreement between the parties was not disclosed.
Meridian’s new CMO, Mike Thompson, explained that as a brand committed to inclusivity and being sex-positive, their goal has always been to promote open discussions about healthy sex habits. They aim to make conversations around sexual preferences feel less awkward or taboo. Thompson expressed excitement over the campaign’s success, which has led to significant growth in both social media followers and their email list.
“Given our consumer journey, we’re confident we can convert this momentum into long term brand fans and customers, while simultaneously reducing the stigma around both body hair and general sexual wellness conversations,” said Thompson.
In addition to the ongoing campaign, Meridian has taken a proactive approach to support the initiative and reciprocate the trust of consumers. To achieve this, Meridian has formed strategic partnerships with four like-minded brands in the sexual wellness space, namely LOLA, Hello Cake, Champ, and HANX. These collaborations aim to enhance the campaign’s impact and provide consumers with a diverse range of high-quality products and services.
Meridian’s strategy to use Instagram Live for live Q&A sessions is a unique approach aimed at real-time engagement with their audience. It reflects a focus on building genuine connections and open dialogue. Instagram was chosen for its wide user base, strong engagement, and ability to create an intimate, interactive environment for connecting with followers and addressing their questions directly.
“Our most engaged audience is on Instagram, and with the campaign goal of sparking conversation we felt it was important to foster a real time conversation with our community as part of the campaign,” said Thompson. “We were happy with the level of engagement we saw and plan to activate more live streams in the future.”
Similar to Wisp‘s strategic use of influencers to destigmatize sexual health through humor and education, and Grindr‘s successful bus tour aimed at educating and engaging with LGBTQ+ communities, Meridian has aligned itself with these brands to contribute to the discourse surrounding sexual health. The objective is to transform the topic into an enjoyable and open conversation, devoid of taboo.
