DUREX #FITMATTERS •
DUREX #FITMATTERS •
Telling folk about condom fit one TikTok at a time
Brief
Tell everyone condom fit (aka size) is a thing and encourage the freedom to be their true sexual selves.
Strategy
Use sex-positive creators to turn this brand-led information into a lifestyle message and normalise conversations about condoms.
Awards
CreativePool Awards 2023, Social Category: Silver
Outdoor Media Awards 2023, Cross Channel Category, Silver
Idea
Fit Matters.
We briefed the creators on why condom fit matters and let them find the best way to tell their followers. Then, we followed up with reply videos and spread the message using creators as the face of the campaign to go beyond the feed with OOH, BVOD and YouTube.
Results
6.6M impressions
10% Engagement Rate
1.6M reach
2.2M followers gained.
An active change in the way people buy condoms, with a 7 percentage point uptick in consumers now seeing Durex as a brand that offers the right condom fits for them.
Cut-through was almost 3x higher than the UK norm for digital campaigns at 30% with Durex's core audience of 16-34.
42% of respondents visited Durex's website to learn more. Another 32% purchased Durex in store.
