On Easter, it’s a common tradition to go hunting for eggs.

In German however, the word for eggs is the same as for testicles: Eier.

This insight made Easter 2017 a great opportunity for MyDirtyHobby to promote another egg-tivity: Testicle Examination against testicular cancer.

MyDirtyHobby sent all girlfriends and wifes on Die große Oster Eier Suche – The Great Easter Egg Hunt.

07.04.2017

Posting of the original video on Lucy Cat’s social channels

(censored: Facebook, Youtube, Instagram, Twitter / uncensored: MyDirtyHobby, Vimeo)

11.04.2017

Press Release to German and international media outlets

12.04. – 13.04.2017

Individual approach of most important and relevant German and international editorial teams

07.04. – 12.04.2017

Sponsoring / Targeting of Facebook Post, primarily at women, secondarily at men

With only 5.000 € spent on production and media:

MEDIA IMPACT

5 Mio. contacts via national / international media, throughout positive tone, full message delivered.

TARGET AUDIENCE IMPACT

4 Mio. contacts via social media.

10.000+ inter-eggtions – likes, reactions, shares, comments

Hundreds of people declaring plan to examine their own or partners’ testicles asap.

BUSINESS IMPACT

All time traffic record for MyDirtyHobby during the campaign.

300% increase in traffic on Lucy Cat’s channel on MyDirtyHobby during the campaign.

15% increase in Facebook fans for Lucy Cat during campaign.

€10,000 donations raised for testicular cancer research.

Turning Easter into a true celebration of life – and a porn company into a life-saver.