Trojan x Razorfish Creator Colab

Tapping into creators

Becoming one of the first CPG brands to capture highly engaged Gen Z and Millennial audiences on TikTok was a must. But let’s be real – it’s hard to talk about sex while maintaining brand guidelines, adhering to legal and regulatory requirements, and staying at the forefront of an emerging platform.

Undeterred, we set out to develop an organic strategy with authentic creator-led community engagement at its core. To generate spontaneous conversations and create 1:1 connections, teams would have to be there when it mattered most.

Our mission? To make Trojan the talk of TikTok. We got busy making TikToks (not ads) and seamlessly infusing Trojan into relevant conversations about sex, relationships, and pop culture. Almost immediately, the comments rose to the very top, boosting Trojan brand love across the app.

Additionally, we ventured into the wider TikTok universe, seeking out culturally relevant moments where Trojan could engage to create brand community on a broader scale. This hooked Trojan’s audience and had them on the lookout for what the brand would say next.

The first product launch inspired by Trojan customers

Community engagement has been a driving force of Trojan’s TikTok success, so what better place to source inspiration for Trojan’s next product launch? Our community inspired the launch of a new product, Trojan Bareskin Raw, and we used the best comments to introduce it to the world. This organic TikTok-exclusive launch resulted in Trojan Bareskin Raw selling out on Amazon in less than two hours, a 165% increase in organic traffic to Trojan’s website, and the video raking in 1.7 million likes, 114,000 shares, and over 48,000 comments.