Fit Matters


Durex, the sexual wellness brand, introduced its playful #FitMatters campaign last year to raise awareness about the significance of using properly fitting condoms. This campaign was launched in response to Durex's research revealing that 46% of consumers lacked confidence in selecting the correct condom.

The campaign's momentum was fueled by influencer engagement, centered mainly on TikTok and Instagram. Celebrity advocates for the campaign included health expert Dr Emeka Okorocha and former England rugby star and CALM ambassador Joe Marler.

The objective was to shift the conversation within the category, promoting awareness of how condom fit can enhance pleasure and empower individuals to take control of their sexual experiences by choosing the right-fitting condom.

I recognized the importance of enabling the audience to share their experiences and learn together as a community, which led me to leverage existing TikTok and Instagram communities and behaviours.


The campaign was structured into two distinct phases:

Phase 1: Empowering our Audience
I carefully selected a diverse group of TikTok and Instagram influencers, reflecting our broad audience spectrum. These influencers were tasked with exploring Durex's range of products to find their ideal fit and then sharing their personal experiences authentically with their communities.

Phase 2: Engaging with the Conversation
Using a agile social media strategy, I produced real-time content informed by audience feedback and discussions sparked by the influencers. This approach allowed us to amplify the 'Fit Matters' message through Durex's TikTok platform and other channels, including Out-of-Home (OOH) advertising and Broadcaster Video on Demand (BVOD). This dynamic engagement ensured the campaign resonated widely and effectively across multiple touchpoints. For Durex, this is just the start of a multi-year ambition to get people talking and thinking about fit and pleasure.


Across paid and organic social I continued to amplify the message by remixing the 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.