Overcome Stigma and See How TCF Raised 10x More

Funds Raised: $810,000 (previously $75,000)

Backers: 3,790

Campaign Duration: 40 days

Countries Reached: Over 40

Crowdfunding can be an effective way to launch new and innovative products, but when a product faces stigmatized social issues or advertising challenges, success is far from guaranteed.

This was the challenge faced by MYHIXEL, a health product designed to help men with premature ejaculation (PE). Their first crowdfunding attempt raised a modest $75,000, but when they partnered with The Crowdfunding Formula (TCF) for their newest campaign — MYHIXEL Control — they raised a staggering $810,000—more than 10 times the previous amount.

This case study outlines the obstacles MYHIXEL faced, the strategies our team employed to help MYHIXEL raise $810,000 from 3,790 backers across 40 countries in just 40 days—more than 10x increase over their previous campaign.

Here’s how we did it

The Challenges We Faced

MYHIXEL’s product—combining a physical device and a digital app—addressed a sensitive health issue: premature ejaculation (PE). While the product provided a legitimate solution, it faced several challenges in the market:

1. Strict Advertising Restrictions: Platforms like Facebook and Instagram had stringent rules around sexual health products, frequently flagging and removing ads related to MYHIXEL’s offering.
2. Social Stigma: Premature ejaculation is a sensitive topic, and many potential customers were hesitant to engage publicly with the product.
3. Misconceptions: Despite being a health solution, MYHIXEL Control was often mistaken for a sex toy, which limited its appeal to users who needed it for medical reasons.

TCF’s Strategic Approach

We knew the key to success would be overcoming these barriers through credibility, innovative advertising, and direct communication with backers. Our approach combined influencer marketing, creative advertising, email marketing, and social media strategies, all designed to engage the right audiences while navigating platform limitations.

1. Influencer Marketing: Building Credibility and Trust

To gain trust, we decided to leverage the credibility of influencers in relevant fields. Influencers allowed us to showcase MYHIXEL’s health benefits without violating platform rules, while also opening up conversations about male sexual health. We identified and collaborated with two key types of influencers:

Sexual Health and Relationship Experts

Influencers like Dr. Tara and Dr. Georgio were instrumental in positioning MYHIXEL as a legitimate health product, rather than a simple pleasure device. These experts had established credibility with audiences that were comfortable discussing sexual health openly. By having them explain MYHIXEL’s benefits and the science behind it, we could break through the stigma and normalize the product’s purpose.

Tech Influencers

We also reached out to tech influencers, whose audiences were not accustomed to discussing sexual health. While some posts were banned, and a few influencers even expressed discomfort, we turned these challenges into opportunities. For instance, one tech influencer’s negative response to being approached by MYHIXEL sparked a larger conversation about men’s health, helping us gain further visibility.

Result:

• Increased credibility and visibility among target audiences.
• Over 500,000 views across social media channels, driving awareness and normalizing conversations about sexual health.

Key Takeaway

When promoting sensitive or niche products, establishing credibility is essential. Partnering with influencers who have an authentic connection to your product’s purpose builds trust. For example, health professionals like doctors or specialists in the relevant field can offer authoritative voices that potential backers respect.

In MYHIXEL’s case, tapping into sexual health experts legitimized the product as a solution for a medical issue, not just a novelty. When influencers with credibility promote your product, it can break down barriers, making it easier for potential customers to feel comfortable supporting your campaign.

• Lesson: Choose influencers whose expertise aligns with your product to gain trust and reach the right audience.

2. Creative Digital Advertising: Overcoming Platform Limitations

Advertising a sexual health product on platforms like Facebook and Instagram was challenging. Ads were often blocked due to content that violated platform guidelines. To combat this, we implemented several creative solutions:

Indirect Messaging

Instead of explicitly advertising MYHIXEL’s sexual health benefits, we focused on broader themes of men’s health and wellness. Our copywriters used language that was both subtle and compliant with platform rules. For example, we avoided direct mentions of premature ejaculation, instead emphasizing the product’s ability to improve “control” and “performance.”

Redirect Links

Ads that linked directly to the Kickstarter page were frequently blocked. To bypass this issue, we set up generic landing pages (such as “TCF Health”) that redirected users to the MYHIXEL Kickstarter page. This workaround extended the lifespan of our ads before they were flagged, allowing us to maximize ad visibility.

Constant Optimization

We rotated ads frequently, using A/B testing to refine and optimize our messaging. This real-time feedback allowed us to see what worked and quickly replace ads that were underperforming or blocked. Visuals, headlines, and calls-to-action were constantly updated to keep the campaign fresh and engaging.

Result:

• $540,302 raised through Kickstarter from optimized ads, despite platform restrictions.
• Ads stayed live longer and reached broader audiences due to our creative solutions.

Key Takeaway

Crowdfunding campaigns for products that tackle sensitive subjects often face strict advertising limitations on platforms like Facebook, Instagram, or Google. Learning how to navigate these restrictions without compromising your message is crucial. Using indirect messaging and alternative content strategies can help you avoid having your ads blocked while still conveying the value of your product.

For example, TCF used language that emphasized men’s health and wellness in general, without directly mentioning premature ejaculation, to comply with platform guidelines. Additionally, redirect links allowed us to extend the life of ads by sending traffic to a neutral landing page before redirecting to the Kickstarter campaign.

• Lesson: Master creative language and workaround tactics to keep ads live while staying compliant with platform rules.

3. Email Marketing: Direct Communication with Backers

Email marketing was an essential channel for us, as it allowed us to bypass platform restrictions entirely. With email, we could communicate directly with potential backers, providing full details about MYHIXEL’s benefits, features, and scientific backing without censorship. Our approach included:

Targeted Messaging

We created segmented email lists based on language, interest, and behavior, allowing us to deliver tailored messages to different audiences. For example, we created a Spanish-speaking email campaign despite not having a fluent Spanish speaker on the team. This approach helped us reach a broader audience, and the results were highly effective.

Conversion-Focused Content

Emails were designed to engage potential backers with clear, detailed information about the product, addressing common concerns and guiding them directly to the crowdfunding page. This helped clarify product misconceptions and gave us an opportunity to address frequently asked questions that couldn’t be fully addressed in restricted ads.

Result:

• $32,000+ raised directly through email marketing, with a 4.5% conversion rate (compared to the industry average of 1%).
• 167 backers converted via email outreach, contributing significantly to the overall campaign success.

Key Takeaway

One of the most powerful tools in crowdfunding is email marketing. Unlike social media ads, emails allow for uncensored, direct communication with potential backers. This means you can offer detailed product explanations, answer questions, and provide transparent updates—all of which build trust and credibility.

• Lesson: Use email marketing to build a relationship with your backers, offering clear and valuable content that leads to conversions.

4. Social Media Marketing: Expanding Reach

Social media played a key role in keeping the conversation going. Despite challenges with likes, comments, and shares (due to the stigma around sexual health), we focused on engaging content that provided educational value while building brand recognition. Our Social Media Marketing (SMM) team created posts that:

• Explained MYHIXEL’s scientific approach, its benefits, and the common challenges of PE.
• Featured videos from MYHIXEL’s founder and medical professionals, helping to humanize the brand and reinforce its health-centric focus.

While social media posts couldn’t always be boosted due to platform restrictions, the quality of content drove high organic engagement. We measured success by views rather than traditional metrics, achieving over 500,000 views across Facebook, Instagram, and TikTok.

Result:

• Over 500,000 views across social media, driving engagement and brand awareness.

Key Takeaway

Products addressing sensitive issues often face reluctance from potential customers, as many don’t want to publicly engage with topics they find uncomfortable. However, this doesn’t mean they aren’t interested—it just means you need to find ways to educate and engage discreetly.

High-quality educational content, such as informative videos, blogs, and social media posts, can help normalize discussions and make potential backers more comfortable

Lesson: Don’t shy away from sensitive topics; instead, use informative, high-quality content to gradually build comfort and normalize the conversation

Final Thoughts

By focusing on credibility, creative problem-solving, direct communication, and overcoming stigma with high-quality content, your crowdfunding campaign can turn even the most challenging products into success stories. 

By the end of the 40-day campaign, TCF’s strategic efforts helped MYHIXEL raise a total of €732,788 ($810,000)—10 times their previous campaign total. Our multi-faceted approach, combining influencer marketing, creative advertising, direct communication, and social media engagement, enabled MYHIXEL to surpass their funding goal and establish themselves as a leader in men’s sexual health.