Female Gen-Z Opps: Foria launches new campaign amid significant digital spend increase

Foria recently debuted a new campaign designed to destigmatize self-pleasure and to normalize women's masturbation. The work is based on research that reportedly showed more people masturbate than read, do yoga or run. Made by agency partner TDA_Boulder, the campaign is called "More People Masturbate Than ___." Sellers should contact soon to secure last-minute ad dollars.

So far this year, Pathmatics reports Foria has spent roughly $154.4k on digital ads, almost double the roughly $81.6k it had spent by this point last year. The company's estimated full-year 2021 spend of $218.9k marked a 31% increase from that of $167k in 2020. Foria has earned around 19.1m digital impressions YTD, 100% via Instagram ads.

This company's cannabis and hemp products are designed for women's intimacy, relief and overall optimal wellbeing. Therefore, its target demographic tends to consist primarily of women. The increase in Foria's spend, along with its reliance on Instagram ads, leads me to believe it's especially targeting Gen-Z. This relatively younger audience tends to engage well with digital advertising, so Foria may make future forays into additional digital channels such as other paid socials (think Facebook and/or Twitter), Twitch, YouTube, podcast and/or OTT.

Agency & martech readers - Foria is clearly open to working with outside creative agencies, so keep it on your radar for future project-based PR, media and/or digital analytics work.

Jenny Gorenstein
Chief Growth Officer
jenny@foriawellness.com

Brianna Cendejas
Manager, Brand Marketing
brianna@foriawellness.com

Chelsea Brodley
Manager, Retail Trade Marketing
chelsea@foriawellness.com