Durex
Helping Durex capitalise on the month of love with an engaging awareness and traffic campaign.
The Objective
Durex came to TikTok with a plan: to boost awareness and sales amongst Gen Z and Millennials through a campaign based on the brand’s most representative calendar month – the month of love. Across international and Romanian audiences, February holds two significant dates. The 14th February, or Valentines Day, and the 24th February, or Dragobete. A key player in the love lives of all generations, Durex hoped to further increase its relevance on these special occasions, while generating clicks and purchases from target audiences throughout Europe.
The Solution
To spread their message as wide as possible, Durex planned a full month of activations with two distinct awareness peaks – TikTok TopViews for both the 14th and 24th February. One of our most impactful platforms, TopView ad placements are 100% sound-on and occupy the full screen of all regional users upon launching the app. The native feel of the ad placement and a humorous tone of voice paired with meme-like video formats, addressed both celebrations and successfully connected with Gen Z and Millennial audiences, strengthening the brand’s bond with its core audiences . In-Feed ads then supported the campaign throughout the month, communicating the campaign message of “Show your love every day, not just on V-Day”. Each element of the creative was 100% TikTok-first, integrating perfectly into the style of the platform to both facilitate engagement and maintain authenticity.
The Results
Durex’s February campaign was a huge success, with the brand targeting their ideal audience while maximising exposure to users across Europe. The communication awareness of the campaign in February was +100% compared to the previous month, while unique user reach saw a +135% boost in Durex’s target audience compared to other social media platforms. Cost per click also came in at a dramatic reduction compared to other platforms, registering -45% at the end of the campaign. This also reflected in an increased brand performance and further share growth.
Valentine’s Day is a key occasion not just for Durex, but also for numerous other brands and categories, so it’s critical to be distinctive, and at the same time extremely relevant for a wider audience. Through its formats, TikTok enabled us to create strong memory structures for our brand on this occasion, resulting in high awareness and brand association with our consumers, which ultimately translated to the strongest and most memorable V-Day campaign we had in the past years.
