MedExpress approached us to boost their organic visibility through creative digital PR. With a category-focused approach, we set out to execute PR activity centred on erectile dysfunction—a key area for MedExpress UK. Our ‘Come on You Blues’ activation seamlessly combined reactive PR, social content, influencer strategy, and a PR campaign that got both media outlets and meme pages buzzing.

We knew tackling erectile dysfunction (ED) had to be done with a bit of creativity to make its mark in the media. So, we took the most relatable UK passions—sport, drinking, and gaming—and linked them to ED in a way that was both cheeky and compelling. We didn’t just talk about it; we made it a conversation starter. By pitting fan bases against each other, we answered the question of who was more likely to need the blue pills. We even went so far as to discover each team’s favourite pint, because why not add a little fun to the facts?

Then, we turned up the volume by hitting meme pages with our outreach, landing in numerous big accounts and reaching millions of people. The real social highlight? A campaign featuring famous ex-footballers (including Ian Holloway and Jay Bothroyd) attempting to “keep it up”—literally. After spinning around a football ten times (yes, mimicking the effects of a good few drinks), they tried their hand at keepy-uppys. It was a hilarious challenge that struck the perfect balance between humour and health, all while speaking directly to our core audience: middle-aged men. Alongside the challenge, we created educational content for the MedExpress social pages, not only keeping our audience entertained but also educating them.

The overall campaign lived on the MedExpress site, providing journalists with an easy hook for coverage and giving them something to link back to.