Sexual Wellness Brand Durexalongside partner creative agency VaynerMedia London, launched an initiative using influencers to encourage people to use the right condom to enhance their sexual experiences.
“Fit Matters” is the agency’s first campaign and uses social media influencers to target consumers. Health expert Dr Emeka Okorocha and England professional rugby player and Calm ambassador Joe Marler feature in the spot.
“We always want to make sure our customers are connected where the focus is. Today’s brands are built on social, so we’ve partnered with people who can speak authentically about this topic with different engaged communities, share their personal lives, and play with the campaign line,” said Daisy Domenghini, Client Partnership Manager at VaynerMedia London. .
“And we didn’t leave the conversation there – we also integrated their content into a larger campaign running on other formats, revealing the ‘secret’ that #FitMatters to as many people as possible.”
It comes after research by Durex found that 46% of consumers are not confident about buying the right condom, leading to purchases that don’t fit well and contributing to the belief that wearing of a condom reduces pleasure.
“Our challenge is to transform the culture and conversations around condoms so that everyone can have empowering sexual experiences that build their confidence,” added Nikki Hayward, Category Marketing Manager, Intimate Wellness at Reckitt.
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“Condom fit has never been a secret – it’s been on our packs for years – but we want to make sure the message is loud and clear, and we’re delighted with VaynerMedia’s approach to getting the word out. . It’s an open, honest and fun campaign – how talking about these things should be.
Influencer content was launched on Instagram, TikTok and YouTube. The campaign will be further amplified with today’s launch of Digital Assets Out of Home (DOOH) and Video On Demand (BVOD).