CASE STUDY: How Durex increased awareness of safe-sex preparedness

Background

Durex Malaysia and Durex Singapore launched a social-media campaign, 'Always Durex –Always Be Prepared for the Unexpected', from 12 August to 10 September. ihub Media developed the campaign.

Aim

The campaign was looking to instil awareness among young people about the importance of safe sex practices, planned or otherwise.

Execution

The campaign consisted of three videos to drive consumers to vote and share, via Facebook application, their own methods of being prepared for the unexpected. It was promoted online, using a 360-degree approach on Facebook, media, YouTube and Google Media.

Result

The videos reached mor than 820,000 views and the application increased Durex’s Facebook presence in both countries, seeing more than 8,000 new fans.