Client: Willie

Salidevi Kipping, Marketing Manager at Willie

Despite the limitations we have with our products in advertising on social media and TikTok, Molecule delivered a very appropriate brand strategy that allowed us to work on our brand awareness within a new target group, but also add a bit of education. Very satisfied with the ongoing cooperation.

Willie, one of the biggest erotic brands in The Netherlands wanted to connect with new audiences on TikTok. Willie asked us to ensure that the video content was aligned with the TikTok community guidelines and to make sure the target audience was 18+.

Together with the creative team, Molecule looked for an platform safe approach in which we could advise on different subjects, but also inform younger people about sexual education.

During the 2021/2022 campaign period, the Willie profile grew from 0 to 17k+ followers. The promotion resonated with consumers and considerably boosted brand affinity as well as sales from the platform.


Engagement rate


Increase in TikTok followers


Total likes


Campaign period

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