Durex

The Challenge

Create a social media strategy that not only engages the audience but also differentiates Durex SA from competitors. We needed to build a strong brand presence in South Africa, using a comedic narrative to drive engagement and uplift e-commerce performance.

What We Discovered

Our key insight was that the audience responded best to a strong, humorous, and comedic approach to sexual education and discussions about sex and condom usage. By integrating the product with tactical events, live moments, movies, and other significant occasions, we discovered a formula for high engagement.

What We Did

Developed a Bold Strategy:

• Organizing Idea: Create engaging and humorous content that resonates with the audience's interests and current events.
• Creative Execution: Produced a wide range of content that aligned with major events, using witty copy and creative visuals to drive engagement.

Managed the Campaign:

• Controlled all social media activities for Durex SA in South Africa, including copy, creative content strategy, and publishing.
• Ensured content was designed to build a stronger brand affinity and drive e-commerce performance.
• Differentiated the product from the competition by maintaining a top brand presence through comedic and educational narratives.

The Results

• Reach: 8,328,814 (99% organic)
• Engagements: 1,750,000
• Engagement Rate: 21%
• Shares: 54,000
• Total Reactions: 518,000

Key Success Factor:High engagement and global exposure, with significant positive PR value and strong brand affinity, leading to better performance of e-commerce ads.

Conclusion

This campaign demonstrated the power of integrating creativity with strategic thinking. By tapping into trending topics and leveraging humour, we successfully engaged a wide audience, resulting in outstanding organic reach and engagement. This case study showcases the importance of a well-crafted brand strategy that resonates with the audience and drives meaningful results.