Mastering Fetish Evolution

I lead the creation of the Recon aim of 'Mastering Fetish Evolution' from 2016-2021. We wanted to continue to lead and evolve with the fetish scene and encourage/inspire our members to discover more about their sexual and fetish identity through us. I also created the marketing strategy which was all about stimulating men with clear and iconic campaigns and content. I developed a 95% rule - all campaigns should have a broad appeal to attract the 95% of people that may not currently buy into the brand but still still the 5% that do. The plan involved refreshing all imagery and creating new brand guidelines. We were to create original content featuring our members and fetish men from around the world. The inspiration for the creative was about bringing fetish out of the dark and into the light and celebrating all within the community. This approach would hopefully inspire our "fetish occasional" audience to use Recon more and to demystify fetish for first time buyers/users. This campaign lead to brand consistency across all parts of Recon, increased engagement with social channels and content, increased active monthly members, PR from outdoor campaign and positive feedback from members via customer support and our social channels.