case study
hello
nancy
Hello Nancy is a sexual wellness company based in the US and Hong Kong.
The sexual wellness industry has historically been difficult to advertise online due to strict platform guidelines and content restrictions.
Their YouTube account had been shadowbanned because of these limitations. YouTube, in particular, has always been a challenging platform for creators in this niche.
The company had a one-person marketing team with very little support for organic content creation. Most of their content relied on AI-generated images and videos, as they didn't have access to designers, videographers, or content creators.
In April, these were their metrics:
Hello Nancy is all about "context maxxing." Their goal was to reach as many people as possible while positioning themselves as experts in women's sexual wellness.
Although they were already good at posting consistently and reacting to trends, they needed help developing a long-term content strategy and creating content that stayed relevant to their niche.
Why did they come to Content Forge?
Their YouTube channel had been shadowbanned, and every platform treats sexual wellness as a category to restrict first and ask questions later. They needed a team that already knew how to make content inside those guardrails without stripping out the fun.
With a one-person marketing team and no in-house creators, they also needed the full pipeline: strategy, creators, filming, editing, and posting, run by people who actually understood the niche.
How We Helped
We assigned a strategist hired specifically for this account with over a decade of experience working with sexual wellness brands. That deep understanding of the industry allowed us to build unique content pillars that resonated with their audience while balancing education, humor, and product-focused content.
We wanted the audience to feel something: joy, slight embarrassment, and most importantly, camaraderie. We wanted people to feel seen and understood.
We moved away from relying on pop culture trends and repurposing other people's content. Instead, we focused on building content that felt unmistakably Hello Nancy, with consistent themes, creators, and brand values.
Using our experience creating content for restricted industries, we ensured every piece of content respected sexual wellness platform guidelines. We kept things lighthearted and entertaining without becoming explicit or overly sexual.
Having creators with extensive experience in sexual wellness also made the content production process much more efficient.
As part of our strategy, we:
- Created guidelines for prohibited words to avoid or censor when necessary.
- Conducted keyword research for captions and content.
- Audited Hello Nancy's existing content and identified older posts that should be permanently removed to improve the channel's trust with the algorithm.
The first 3 months
The first month was all about understanding the client.
We analyzed what had worked previously, what hadn't, what they wanted to experiment with, and where new opportunities existed. We also researched competitors to understand what was performing well in the industry, what we could learn from them, and how we could differentiate Hello Nancy.
We scheduled at least one large production day each month, where a creator and videographer would film 15 to 20 content concepts in a single day. This gave us a strong content library while leaving room for reactive and ad hoc content between shoots.
This workflow allowed us to scale content production quickly and begin publishing within four weeks of signing the contract.
We also started supporting the client during live events.
Before each event, we created a detailed content plan that allowed their team to improvise naturally while still following strong content frameworks. We prepared hooks, interview questions for team members, and interactive games that could easily be filmed on-site.
We sent two videographers to their first event in Miami. We filmed and edited everything inside four days, and that event content alone has since generated 3 million views.
By the third month we had supported two in-person activations, one in Miami and one in London. The London shoot reached 8 million views on its own, off the back of an event held in partnership with Australian tennis legend Nick Kyrgios and sex-positive influencer Lottie Moss.
Our First Viral Video
Almost immediately after we started working together, our videos began consistently reaching around 10,000 views.
Then one broke six figures.
It was short, simple, humorous, relatable, and poked fun at exactly the right person in exactly the right way.
From this, we learned that our biggest opportunities weren't necessarily in long-form educational content. Instead, short, humorous videos consistently performed better.
After that, we prioritized concise, entertaining content that often incorporated trending sounds. Even promotional, product-focused videos performed, with one product-led video pushing towards 100,000 views.
Within a month, our videos were consistently averaging over 10,000 views, with several passing 200,000.
Results
After three months, these were the results:
Youtube
InstagramWhat our clients have to say
“The Content Forge goes above and beyond to figure out what will work for the brand and they're a fun vibe!”
Rahul
Hello Nancy CEO
