VaynerMedia London has launched #FitMatters, its first campaign for global sexual wellness brand, Durex.
Durex research found that 46% of consumers are unsure if they are buying the right condom. This often leads to ill-fitting purchases, which contributes to the belief that wearing a condom diminishes pleasure.
By creating #FitMatters, Durex is working to change this behavior, while ensuring that the message is inclusive and speaks to diverse communities who explore sex and sexuality in their own way.
The campaign features a wide range of influencers ranging from sex positivity bloggers and podcast hosts to comedians, couples creating relationship content, health expert Dr Emeka Okorocha and England professional rugby player and CALM ambassador, Joe Marler.
In their own personal style, each partner lets people know that there are different condom fits and that the right fit can make sex with a condom much more enjoyable.
Influencer content launched on Instagram, TikTok and YouTube, and VaynerMedia London also created works in (D)OOH and BVOD formats which are launching today. The full list of campaign partners is:
- @max_balegde (TT)
- @joemarler17 (TT, GI)
- @venuslibido (GI)
- @doctor.emeka (TT)
- @mollyandjordy (TT)
- @masonblakee (TT)
- @nickandant (TT)
- @shxtsngigs (TT)
- @reedamberx (GI)
- @florencebark (GI)
Daisy Domenghini, Head of Client Partnership at VaynerMedia London, said: “We always want to make sure our clients are connected where the attention 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. 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. »
Nikki Hayward, Category Marketing Manager, Intimate Wellness at Reckitt, said, “Our challenge is to transform the culture and conversations around condoms so that everyone can have empowering sexual experiences that build their confidence. 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.