DUREX | Sector: Health, Wellness & Fitness

Whichit designed a creative unit to captivate the target audience, asking them to vote for their favourite sex position! The suggested Dutch postures, creating the interest and desire to participate in the survey and leverage this opportunity to reveal a limited edition product with micro audience segmentation.

With strict advertising regulation of sexual content, the Whichit campaign on social channels generated a broad exposure against the target audience generating phenomenal engagement levels, as well as delivering a low cost per engagement. The campaign has increased reach and awareness of Durex products among their target audience. Whichit provided fun, engaging content that is aligned to the brand's innovative and unique advertising strategy.

  • The Whichit Engage Card (Commercial message) converted over 50% of the viewers to take an action and reveal the new product.

  • The client is now able to build high performing audience segments, to target with more personalised creatives that should deliver higher ROI.

ABOUT THE CLIENT

Durex is a British condoms brand, originally developed and produced in the United Kingdom (1915). It is one of the best-selling condom brands across the world, with 30% of the global market. The brand name was launched in 1929, standing for "Durability, reliability, and excellence.” Durex believes that sex plays a fundamental role in our physical and emotional wellbeing. We believe that a healthy and rewarding sex life should be everyone's to enjoy.

OBJECTIVES

  • Product awareness

  • Reach and increased sales through e-retailer Kruidvat

  • Gain actionable insights

  • Build Micro Audiences for re-targeting

 
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