The brief: Tell everyone condom fit (aka size) is a thing.
The strat: Use sex-positive creators to turn this brand-led information into lifestyle messaging and normalise conversations about condoms.
The idea: Fit Matters. Let the creators explain the idea to their followers, then keep the conversation going with reply videos and spread the message to a much wider audience using creators as the face of the campaign to go beyond the feed with OOH, BVOD and YouTube.
The results:
6.6M impressions
10% Engagement Rate
1.6M reach
2.2M followers gained.
7 percentage point uptick, seeing Durex as a brand that offers the right condom fit for them
Cut-through almost 3x higher than the UK norm for digital campaigns with Durex's core audience of 16-34
42% of respondents visited Durex's website to learn more
32% purchased Durex in-store
Nice results. Did it win any awards?
Yes, yes it did:
Creativepool Awards 2023, Social Category: Silver
Outdoor Media Awards 2023, Cross Channel Category, Silver
10% Engagement Rate
1.6M reach
2.2M followers gained.
7 percentage point uptick, seeing Durex as a brand that offers the right condom fit for them
Cut-through almost 3x higher than the UK norm for digital campaigns with Durex's core audience of 16-34
42% of respondents visited Durex's website to learn more
32% purchased Durex in-store
Nice results. Did it win any awards?
Yes, yes it did:
Creativepool Awards 2023, Social Category: Silver
Outdoor Media Awards 2023, Cross Channel Category, Silver
