Nigerian men are quite conservative. Washing their loved one’s underwear is seen as a taboo. Our idea was to challenge men to break that taboo, yet again questioning established societal conventions.

We created the #PureLoveChallenge, where we challenged men online to wash their partner’s undergarment, simply to prove that where love exists, taboos don’t.

The challenge started without any brand involvement, thus helping the campaign grain traction organically before the brand jumped in on the conversation. Since the brand was also trying to grow reach organically among a younger millennial and increasingly mobile audience, we used Facebook, Twitter and Instagram as the key platforms.

• Over 250,000 views of the online video upon release in the first 24 hours

• 118,882 people reached, 2,000 comments and 40,000 views all gained organically on Facebook.

• 41 million impressions on Twitter

• #PureLoveChallenge became the number one trending topic in Nigeria on Valentine’s day.