Sex with a condom gets a bad rep. However, Durex know the secret to making it more pleasurable: the right condom fit.
As the lead creative team we helped Durex to show, not tell, by working with influencers to authentically reveal the impact of condom fit on pleasure on their own channels. As Durex, we then responded and positively reaffirmed this messaging.
The influencers who launched the campaign were chosen specifically due to the content
on their channels. We worked with them to embrace their unique styles, ensuring our
messaging wouldn't feel out of place.
And it worked...
As conversation continued to build, we responded to our influencer’s content and used it to raise even more awareness across traditional channels such as OOH, BVOD and Youtube.
Across paid and organic social we continued to amplify our message by remixing our influencers' content, creating bespoke assets for each platform and building upon engagement in the comments.
The campaign outperformed benchmarks, smashed KPIs and got great engagement in the comments.