Planit Wins Bronze Clio Cannabis Award for THC-infused Intimacy Oil Product Microsite

Baltimore’s Planit was honored with an international bronze Clio Cannabis Award for its OH by Curio microsite at the industry’s Clio Cannabis Awards Gala on Dec. 7 as part of the 2021 Clio Awards.

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.

“Balancing the challenge of marketing an intimate THC product in a creative, targeted way that appeals to women while approaching the project with brave, bold and exciting ideas is the exemplification of Planit’s approach,” said Ed Callahan, co-founder and creative strategist at Planit. “We’re incredibly proud of our work with Curio Wellness, and excited to see it celebrated by our peers on an international stage.”

According to a press release, 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%. Without use of traditional advertising or media buys, the campaign launched to positive reviews and a successful email acquisition campaign.