How CEYLOR built 46,000 followers and regained lost market share with hyper-local TikTok content, a tightly coordinated three-person team, and precise ads management — especially among younger audiences in German-speaking and French-speaking Switzerland.
Challenge
CEYLOR, Doetsch Grether's best-known Swiss condom brand, faced a classic brand problem: market share had been falling for years, and the brand was no longer present among younger target groups. Traditional media measures alone would not solve this - it needed a new channel and content strategy that works where young consumers actually are.
Solution
The three-partner team
Three partners, one joint annual strategy: Doetsch Grether on the client side, Monami Content for creative production, and Mike Schwede GmbH for paid advertising, analytics & reporting.
Once a year, all three meet to define direction, priorities and goals. The roles are clearly separated. That is exactly why the setup works.
Ultralocal Swiss content
Monami Content produces TikTok content that differs fundamentally from generic brand advertising: real Swiss content, targeted separately at German-speaking Switzerland and Romandie. In-house agency productions are combined with third-party creators who speak for CEYLOR in an authentic way.
That is the key difference to international competitors: no generic content rolled out across all markets, but content that does not feel like advertising. Funny, local, relevant.
Paid advertising on three channels
Mike Schwede GmbH handles all paid management on TikTok, Instagram and YouTube. The campaigns are not reviewed quarterly, but analysed and optimised continuously. What works in organic content is amplified in paid.
Expanding channel presence
Starting with TikTok as the only channel, Instagram and YouTube were added as success grew, each with organic and paid presence. The three-partner model works equally well across all channels.
Take a look
Area:
Marketing/Communications
Benefit:
Quality improvement
,
Scaling
,
Brand consistency
Technologies:
Digital marketing
,
Machine Learning
Partner:
monami ag
Outcomes
Built 46'000 TikTok followers – organically, in a very short time
Market share increased again for the first time – after several years of decline
Reached younger audiences that CEYLOR previously hardly knew
Targeted German-speaking Switzerland and western Switzerland with dedicated content
Sustained brand building through a combination of local creator content and precise ads management
«Mike and his team have supported us successfully with our online campaigns for more than three years. The collaboration is always straightforward and pleasant, and I also value Mike greatly as a sparring partner. He brings in fresh ideas and likes to think outside the box. We particularly value his proactive approach and the seamless collaboration with our content agency.»
Isabelle Richmond·Brand Manager·Doetsch Grether / Ceylor