Durex

The Objective

The brand wanted to create a buzz around its ground-breaking Durex Supersottile range. It wasn't just about introducing something new, it was about making a splash and shaking up the world of intimate wellbeing.

For this reason, the brand, rather than relying on institutional content, chose to leverage native content with creators in order to shorten the distance with the TikTok community. They were asked to share their own vision of "protection", expressing the concept of shortening the distance, strengthening the brand message of Durex Supersottile.

The Solution

Durex activated a Smart Bundling (Top Feed + In Feed) and the strategic involvement of the creators culminated in an amazing impact that ultimately led to a resounding success, with Dentsu spearheading media activation and Mambo handling creator management. To track the campaign upper funnel KPIs, a BLS was activated, showing positive results.

The Results

The BLS study reported outstanding results against platform benchmarks across all 3 dimensions analyzed: ad recall, awareness, brand association.

• When asked "Have you seen any Durex Supersottile ads on TikTok in the last 2 days?", the lift was 29%, which is +238% of the average lift we see.

• When asked "Have you heard of the new Durex Supersottile range?" the lift was 26%, meaning 7 times higher than TikTok norm.

• Finally, when asked "Which of the following brands do you most associate with the message: As the distance gets thinner, the sensations increase?", the increase was 5%, meaning x2.2 more than benchmark, with 78% of our community answering "Durex".