Planit Buzzing After National Silver ADDY Win for Curio Wellness at 2021 American Advertising Awards
First of its kind microsite boasts climactic results on national industry stage
BALTIMORE (June 14, 2021) — Baltimore-based advertising agency, Planit, was honored with a national silver ADDY Award for its OH by Curio microsite at the industry’s prestigious American Advertising Awards Gala, held on Friday, June 11, 2021 as part of the Admerica National Conference.
Planit designed the interactive OH by Curio site for Curio Wellness, a leading medical cannabis and holistic wellness brand based in Maryland, to promote its THC-infused intimacy oil. The award-winning microsite targets women with playful, interactive elements, designed to provide educational insights and put a woman’s pleasure first.
“We’re incredibly proud of our work with Curio Wellness and the way our team navigated a unique challenge of marketing an intimate THC product in a way that appeals to women,” said Ed Callahan, co-founder and creative strategist at Planit. “At Planit, we approach each project, campaign and client’s needs with auspicious, brave and bold ideas. The Oh by Curio microsite was the culmination of that approach.”
OH targets women who are seeking natural ways to enhance their pleasure, whether solo or with a partner. The provocative OH microsite combines playful creative and brand messaging focused on unapologetically closing the “orgasm gap” — based on research findings that on average, cisgendered straight women are having fewer orgasms than men — with 20% of women saying they don’t orgasm at all (compared to 2% of men). The novel user experience provides education on the product while also encouraging women to “pleasure the website,” by following instructions to swipe faster, scroll slower and click harder, in order to earn a first-time purchase discount. Within days of the interactive site’s initial launch, social shares and word-of-mouth increased the company’s email sign-ups by 664%.
“As a woman-led business, we’re incredibly proud of this product and the resulting microsite, which was focused on playful education, the benefits of cannabinoid solutions and most importantly, putting a woman’s pleasure first,” said Wendy Bronfein, co-founder and chief brand officer at Curio Wellness.
The American Advertising Awards is the advertising industry’s largest and most representative competition, attracting more than 35,000 entries annually through local American Advertising Federation chapters. The three-tier national award competition seeks to recognize and reward the creative spirit of excellence in the art of advertising. Silver ADDY awards reflect outstanding creative work that are worthy of recognition. Winners at the national level successfully win in their local and district categories before proceeding to the national stage.
Without use of traditional advertising or media buys, the campaign launched to positive reviews and a successful email acquisition campaign.
Visit the site at https://stage.oh.curiowellness.com/.
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About Planit
We’re Planit. A strategic, digitally-minded agency that leads revolutions for national and global clients. Whether that’s through a variety of media channels, PR, social, or the “next big thing”—if it isn’t bold, creative and smart, we’re not doing our job. That’s why clients including Royal Building Products, CareFirst, Preen, SourceAmerica, Kiddie Academy, Sheetz, Curio and The AMES Companies trust Planit. And that’s why we continue to receive stellar industry recognition, including being named to Entrepreneur Magazine’s Entrepreneur 360™ List, winning the EY Entrepreneur Of The Year® Award, and Advertising Age’s Small Agency of the Year.
About Curio Wellness
Founded and based in Maryland, Curio Wellness is a family-founded and operated cGMP certified medical cannabis company and trusted healthcare partner. We’re dedicated to increasing the accessibility of this therapeutic and medicative plant to a growing population of citizens who seek a transformational solution to their health complications. For more information, visit www.curiowellness.com.