BACKGROUND
Shadowbanning is a barrier for s3x brands and s3xfluencers trying to expand the conversation around s3x.
When platforms such as TikTok, Instagram, and Facebook censor content, communicating about one of the most natural things in the world can cost you your business, due to drastically decreased exposure.

Peech wanted to reclaim the language around s3xuality and invite everyone to join - both to solve their own business challenge and to promote the brand’s open minded values. So instead of being frustrated by something you can’t change, why not claim ownership instead?

IDEA
That’s why Peech launched s3xy shortcuts: an anti-censorship ‘d1ck-tionary’ that helps you cheat the algorithm so you won’t get shadowbanned. s3xy shortcuts replaces certain letters with numbers whenever ‘forbidden’ words are used to make communication about s3x a lot more smooth. This means words like penis becomes p3nis, vulva becomes vulv4, and orgasm becomes org4sm - to slide around the censorship of the algorithms.

EXECUTION
Launched on Peech’s own social channels (right where the issue of shadow-banning takes place) we openly shared our tool with other businesses in the fight for a free and liberated internet. This drove s3x brands and s3xfluencers to download the list of shadow-banned words to their suite of devices, mmediately autocorrecting the words that would usually get caught by the algorithm. A creative utility for a targeted community, s3xy shortcuts can be used into the foreseeable future with no end date in sight.

RESULTS
For no paid media investment, s3xy shortcuts generated some impressive results:

3.4 MILLION ONLINE READERSHIP
2349 PROFILES PROTECTED FROM SHADOWBANNING
21% INCREASE IN ONLINE FOLLOWING
12% INCREASE IN WEBSHOP VISITORS

The project was shared online by prominent personalities such as Cindy Gallop, advertising veteran and CEO of Make Love Not Porn, and also achieved media coverage from titles such as ELLE, It’s Nice That, Techtopia Podcast, Sextech News, and Jyllands-Posten.

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