Durex

Durex proves TikTok's retail power with a 14% increase in offline sales using a full funnel campaign strategy and interest-based targeting

Objectives

Reckitt, a global leader in health, hygiene, and nutrition, manages a diverse portfolio of trusted consumer healthcare brands in Germany, including Durex @durex.de.

In 2024, Durex partnered with TikTok to explore how the platform’s media and targeting capabilities could drive both brand impact and business outcomes. The primary goal: increase brand penetration by recruiting new buyers, particularly light or lapsed users -through a structured learning agenda.

Solution

To uncover the most effective audience strategy, Durex launched a full-funnel campaign using two distinct targeting approaches: one cell employed broad targeting, while the other used interest-based targeting to reach users more likely to engage with sexual wellness contents. The campaign deployed a mix of TikTok ad formats including TopFeed, BEAU-Reach, and Product Sales, supported by the Traffic objective.

Creative development was powered by TikTok Creative Exchange, enabling Durex to produce native, engaging content that highlighted the brand’s unique superior product benefits while aligning with platform behaviors.

To measure impact, Durex implemented a multi-cell Brand Lift Study (BLS) and an offline Sales Lift Study via LiveRamp.

Results

The campaign delivered impressive results across both brand and performance metrics:

• Ad recall increased by 11.24% with broad targeting and 10.34% with interest-based targeting.

• The Sales Lift Study was significantly higher with interest-based targeting, delivering a 15% higher ROAS, reinforcing TikTok’s effectiveness in audience strategy and retail impact, even for non-D2C brands.

• Notably, +90% of the sales uplift came from new buyers, directly supporting Durex’s brand growth strategy.

• Offline sales also rose by 14% with interest-based targeting compared to broad targeting, demonstrating the power of combining a lower funnel TikTok solution with accurate targeting to drive in-store purchases.

Durex’s partnership with TikTok didn’t just deliver strong results. It unlocked a new path for brand growth. By harnessing TikTok’s advanced targeting capabilities and creative tools, Durex was able to connect with a new generation of consumers in a way that felt personal, relevant, and impactful.

The campaign proved that when data-driven strategy meets platform-native creativity, the results go beyond metrics. They drive meaningful business transformation. With 90% of the sales uplift coming from new buyers, Durex successfully advanced its mission to grow the brand by expanding its consumer base.

This case is a testament to the power of TikTok as more than just a media channel - it's a growth engine for brands ready to innovate, experiment, and lead.