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DUREX Social Media Campaign
Credits: lighthouseinsights.in
Group 12
The Team
Nivedita
Krishnan
FT151001
Arjun
Pandey
FT153008
Archit
Raj
FT153071
Abhinav.S
FT152069
Chintan
Bhuva
FT154023
Mo...
The Problem Statement
• Indian history richly promoted sex & sexual pleasure through ancient
scriptures like Kamasutra.
• ...
The Campaign
Client: Durex India
Agency: DigitasLBi India
Objectives:
• Overcome social taboo on sex and conversations aro...
The Durex Campaign
Target Audience: Younger demographic of India
Medium: Digital, longer format, viral campaign
https://ww...
The Durex Campaign
Results Achieved
• Overwhelming Publicity
– #DoTheRex – the YouTube video was seen and
discussed over 3 million times
– Du...
Ads and Packaging with emphasis on promiscuity
Communication with an emphasis on promiscuity
Lessons Learned
• Digital PR buzz with bloggers, media publishers,
celebrities & Influencers a lasting impression
• Social...
What Else Durex Did
• Started the #Don’tFakeIt Campaign
using Footballers for promoting the
campaign
• Campaign said ‘Grea...
• Reckitt Benckiser started a
competition called ‘RB
Maverick’ where students
design a digital campaign for
Durex
• Intera...
Our Campaign Ideas
• Be a bloke – Crack a joke campaign
• A viral “Yo Daddy” joke campaign (similar to the popular “yo mam...
THANK YOU!
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Durex Social Media Campaign

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The presentation discusses Durex's social media campaign and digital marketing strategies

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Durex Social Media Campaign

  1. 1. DUREX Social Media Campaign Credits: lighthouseinsights.in Group 12
  2. 2. The Team Nivedita Krishnan FT151001 Arjun Pandey FT153008 Archit Raj FT153071 Abhinav.S FT152069 Chintan Bhuva FT154023 Mohit Misra FT154087 Rajat Kedia FT152031 Nupur Sharma FT151056 Soumya Pillai FT152018 Nitish.B FT152084
  3. 3. The Problem Statement • Indian history richly promoted sex & sexual pleasure through ancient scriptures like Kamasutra. • Fast forwarding to today, society is severly contradicted by moral vigilantes & politicians imposing their narrow views, claiming sex to be a taboo • Thus the social stigma in India when it comes to sex and sex related topics is uneasy and unspoke. • In an unpleasent atmosphere where sex talk & family planning is uncomfortable to discuss, it's challenging to boost up condom sales. • Being the 2nd most populated country in the world, India needs family planning control measures. Durex needs to identify a way to responsibly communicate urgency of condom usage by the Indian youth
  4. 4. The Campaign Client: Durex India Agency: DigitasLBi India Objectives: • Overcome social taboo on sex and conversations around it • Elevate the issue and drive responsible conversation around sex • Bring about a cultural change through communication and inspire a generation to indulge in the practice of safe sex
  5. 5. The Durex Campaign Target Audience: Younger demographic of India Medium: Digital, longer format, viral campaign https://www.youtube.com/watch?v=T1qEnquUFjw&feature=youtu.be
  6. 6. The Durex Campaign
  7. 7. Results Achieved • Overwhelming Publicity – #DoTheRex – the YouTube video was seen and discussed over 3 million times – Durex became trending on Twitter – 6/9 coverage by mainstream Indian press – Over 120 positive sentiment articles were written – Conversations including parodies by celebrities like Honey Singh – 200 million impressions were created
  8. 8. Ads and Packaging with emphasis on promiscuity Communication with an emphasis on promiscuity
  9. 9. Lessons Learned • Digital PR buzz with bloggers, media publishers, celebrities & Influencers a lasting impression • Social platforms Facebook, Twitter & YouTube created appreciable buzz • The responsive microsite helped to gain reach with 20% of the audience from the mobile platform • All users were directed to one platform (the microsite)
  10. 10. What Else Durex Did • Started the #Don’tFakeIt Campaign using Footballers for promoting the campaign • Campaign said ‘Great Sex is like great football’. • Launched ‘Rex Talk’ with Ranveer Singh on World Aids day to promote safe sex • Campaign stated ‘Make Love without fear’. • Snapdeal offer, Rs. 30 for 30 condoms • Partnership with MTV for another campaign targeted to the youth
  11. 11. • Reckitt Benckiser started a competition called ‘RB Maverick’ where students design a digital campaign for Durex • Interactive website providing information on sex and sexual health. Campaign was called ‘Love.Sex.Durex’ • Another social media campaign called ‘#TurnOfftoTurnOn’
  12. 12. Our Campaign Ideas • Be a bloke – Crack a joke campaign • A viral “Yo Daddy” joke campaign (similar to the popular “yo mama” jokes) on social media: using humor to subconsciously stir usage of condoms • The DB (DurexBhai) app • A mobile phone application connecting ‘real’ men and potential condom holders. • The closest store/person who is linked by this network can notify those in need of a condom, just by the matter of a click • The app provides access to a network of people willing to supply condoms at the nearest possible distance, an unspoken necessity! • Safe Sex Zones • (use geo-positioning) Every city supporting the use of condoms shall be recognized as a safe sex zone and shall greet its visitors with a message that “WELCOMES YOU TO A SAFE SEX ZONE” and promotes Durex condoms.
  13. 13. THANK YOU!

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