Details
Branded content isn’t often credited for moving the needle on sales, but what if the right idea, the right tone, and the right talent could change that?
That’s precisely what Bram de Leeuw, Creative Strategy Director at &C Media, and his team set out to prove with “For Pussies Only,” a bold, multi-platform campaign created for intimate hygiene brand Chilly in collaboration with Wavemaker and Studio M.
Speaking ahead of his session at the Native Advertising Days 2025 in London, de Leeuw lifts the curtain on how a taboo-breaking creative concept not only resonated with young women in the Netherlands but helped grow both the client’s market share and the entire category.
From the inside out: Creating fan-to-fan content
When &C The Brandstudio began developing the campaign, they weren’t interested in taking the traditional route of brand-to-fan marketing. Instead, they flipped the approach entirely.
“We set up the campaign not from brands to fans — but from fan to fans,” de Leeuw explains. “It’s from outside in, instead of inside out.”
In a category often dominated by sterile, medical messaging, this fresh tone made all the difference. &C Media leaned into their core strength: content that feels real, funny, and feminine — an authentic extension of the &C brand universe, which itself revolves around Dutch celebrity Chantal Janzen and a poppy, positive view of womanhood.
Tackling taboos with humour, colour, and courage
The campaign kicked off by adapting one of &C Media’s most popular series, Kletsen over Ketsen [Chatting about Shagging], into a podcast format sponsored by Chilly and a accompanying social media campaign with teaser videos and stories to share and push the content.
Hosted by an influencer who was both relatable and outspoken, the show brought together women from the target group to talk candidly about intimacy, hygiene, and even their most outrageous sexual experiences.
“We invited three famous influencers from the target audience,” says de Leeuw. “They talked about their intimacy, their experiences.”
From there, the team created social-first content spin-offs, including street interviews where passersby (women & men) were asked to explain the function of feminine hygiene products, and a viral “Pussy Album” — a colourful carousel of euphemisms for vagina that sparked thousands of interactions online.
“We asked people to share their own word for pussy,” says de Leeuw. “The most fun one? ‘Meat wallet.’ It went completely viral.”
The content was shared and pushed through the &C channels, Chilly’s social channels, and the influencer’s own socials.
A bold client makes all the difference
According to de Leeuw, Chilly’s willingness to let go of clinical clichés and embrace a new tone was what made the campaign fly.
“Normally in this category, it’s all medical or official,” he says. “But Chilly wanted it to feel as normal as your beauty routine. A product you just throw in your bag for a quick touch-up.”
Still, getting there wasn’t without challenges. The campaign had to gently dismantle generational habits and create a space where a different kind of conversation could take root.
“Girls are brought up like — if you have something down there, you just wash it with water. Like your grandmother did,” says de Leeuw. “Breaking that barrier was quite exciting.”
Results that speak louder than words
As bold as the creative was, the results were even louder. Chilly saw not only a significant boost in brand awareness and market share but a ripple effect across the entire product category. And that, de Leeuw believes, is proof that branded content can do more than build a vibe — it can build business.
“They had the guts to be the challenger in the category,” he says. “Just a conversation on the same level. Not with a finger pointing. Not educating. Just talking.”
Lessons in boldness and relatability
For de Leeuw and his team, the key takeaway from the campaign is clear: When content feels real, fans lean in — and that creates business impact.
“Much more the fan-to-fan approach,” he says. “Understanding, listening, reacting to the sentiments of the people you want to reach.”
That approach may not be right for every brand. But for those willing to embrace a content-first mindset — and trust the team behind it — the results can be powerful.
“We just made the content with people from the target audience, towards people from the target audience,” de Leeuw concludes. “Very content-driven, not commercial. That made the difference.”
With thought leaders like Bram de Leeuw driving the conversation, Native Advertising Days 2025 promises to be a must-attend event for anyone serious about barrier-breaking content and the future of native advertising.
Want to hear more? Join Bram de Leeuw at Native Advertising Days 2025 in London.
