Client: Verifymy
Verifymy seized the introduction of the UK’s Online Safety Act as a commercial opportunity to position itself as the leading age-verification partner for adult entertainment platforms. With many major sites still failing to implement age checks just weeks before enforcement, the company identified a critical gap in compliance and a high-potential customer base. To break through industry apathy, Verifymy launched Coming Soon, a provocative awareness campaign fronted by adult content creator Ivy Maddox. Rather than relying on traditional B2B outreach, the campaign transformed dry regulation into culturally relevant content by producing a 26-minute word-for-word reading of the Online Safety Act. Styled as Maddox’s “most explicit content yet,” the film used humour and shock value to force the industry to pay attention while reinforcing the importance of protecting under-18s online. The campaign generated more than 100 pieces of coverage and secured an 82% share of voice in the age-verification conversation. Most importantly, it converted regulatory pressure into commercial success, delivering over £500,000 in product sales from a campaign created on a modest £10,000 budget. STRICTLY CONFIDENTIAL (FIGURES MARKET SENSITIVE AND NOT TO BE PUBLISHED)
