JoyClub Dirty Chats

JoyClub - Breaking Taboos with Content

JOYClub, a social network for sex-positive people, needed to build awareness in the Spanish market where open conversations around sexuality are still heavily stigmatized.

With traditional paid advertising off the table due to heavy censorship, the solution was to lead with content

We built a social-first, education-driven campaign that partnered with content outlets and creators across Instagram and TikTok to openly explore topics like desire, identity, and kink culture.

The result was inclusive, relatable content that made JOYClub feel less like a product, and more like a safe space for people to express themselves.

To boost community engagement we launched Dirty Chat, a four-part animated series in collaboration with VICE, based on real sexts submitted anonymously by JOYClub users.

The strategy was so effective it became the standard for JOYClub’s expansion into France and Latin America,.

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