encouraging the world to find their condom fit.
in making #FitMatters, we pushed Durex to shift behaviour, while ensuring the message was inclusive and speaks to diverse communities that are exploring sex and sexuality their way.
this campaign features a wide range of influencers from sex positivity bloggers and podcast hosts, to professional England rugby player and CALM ambassador, Joe Marler.
when a
condom
fits right,
it feels right.
we launched content on Instagram, TikTok and YouTube, and created work in (D)OOH and BVOD formats.
we also partnered with influencers who can talk authentically about this topic with different engaged communities, sharing their personal lives and playing around with the campaign line.
As conversation continued to build, we built the influencers content into a bigger campaign launching across other formats across the country revealing the ‘secret’ that #FitMatters to as many people as possible.
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.
Results
and it worked, this campaign outperformed benchmarks, smashed the KPIs and got a shedload of positive engagement in the comments.
6.6M impressions - 1.8M reach
Live:
28:07:22
Media Type
Social Media
TikTok
Instagram
YouTube
(D)OOH
BVOD
Client
Reckitt Benckiser
Product
Durex
Media Agency
Zenith Media
Team
Creative: Rob de Souza & Archie Challen
Creative: Becky Cartey & Judith Gruntjes
Editor: Paul Chamberlain & David Mowbray
Motion Graphics: Carlos Roncoletta
Associate Creative Director: Lucy Clark
Stratergy: Maharaj Varatharajah
Post Creative Stratergist: Karen Ftouni
Designer: Stephen Morgan
Group Account Director: Natalia Kasnakidis
Senior Account Manager: James Macrae
Post-production Producer: John Rodgers
Senior Project Manager: Hannah Colling
Senior Talent Manager: Sofia Mogliazzi
Advertising Manager: Charlotte McCrudden
Featured in:
the drum, campaign, marcommnews, lbbonline and adforum.