Durex - Fit Matters


Durex launched its decidedly cheeky #FitMatters campaign last year to educate people on the importance of using the right fitting condom.

In making #FitMatters, I pushed Durex to shift behaviour, ensuring the message was inclusive and speaks to diverse communities that are exploring sex and sexuality their way. The campaign features a wide range of influencers from sex positivity bloggers and podcast hosts, to comedians, couples making relationship content, health expert Dr. Emeka Okorocha and professional England rugby player and CALM ambassador, Joe Marler.

The influencers who launched the campaign were chosen specifically due to the content on their channels. I worked with them to embrace their unique styles, ensuring our messaging wouldn't feel out of place.

Influencers: @max_balegde, @joemarler17, @venuslibido, @doctor.emeka, @mollyandjordy, @masonblakee, @nickandant, @shxtsngigs, @reedamberx, @florencebark.

As conversation continued to build, I 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 I 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 with 6.6M impressions, an engagement rate of over 10%, 1.6M reach and a crazy 2.2M followers gained. 

© 2024 Rob de Souza