Fit Matters

Fit Matters was released after Durex’s own research found that 46% of consumers were not confident about buying the right condom.

Client
Durex
Jan 2019 — Dec 2019

Contribution
Creative Direction

Fit Matters
Telling people about the pleasures of condom fit one social post at a time.

We launched a campaign for Durex titled #FitMatters to make sure people know that size really does matter. Research revealed that almost half of consumers were not confident buying the right condom, so Durex wanted to start an open, sex-positive conversation.

Collaborating with creators like Dr Emeka and England rugby star Joe Marler, we spread the message authentically across TikTok, Instagram, VOD, and OOH to drive awareness of the importance of condom fit.

The results spoke for themselves. 6.6M impressions, 10% engagement and 2.2M new followers. More importantly, the campaign shifted behaviour with 42% of people visiting Durex’s site, 32% buying in store and the brand perception of Durex offering the right fitting condoms jumping by 7 points.