LT
Client
OMD
Brand
Durex
Category
Brand awareness
No. of influencers
4
Pcs. of content
67
Country
LT
Reach
198 K
Impressions
793 K
Engagement rate
4,54%
CPM
9,21
CPE
0,42
CPC
0,75
Purpose

Durex no longer needs to introduce itself, so the brand is more about education. With the launch of the new Durex Naturals lubricant, we wanted to raise awareness about female pleasure and how Durex can enhance the sexual experience.

Solution

Talking about intimate relationships is still taboo on Instagram, so we selected influencers based on their openness and courage to discuss topics that are not always comfortable.

The campaign participants presented the topic of female pleasure and the lubricant itself in a way that suited each of them—some took a more sensitive approach, others encouraged the audience to pay attention with more daring creative solutions and used the lubricant on papayas.

Together with their stories and visual statements, the content creators discussed women’s pleasure during sex, the (not so) good sensations, and how lubricant can be a great aid.

Result

The communication captured the audience’s attention—the women’s content was shown 793,000 times in total, and the most prominent photo of the campaign by Agnė Kulitaitė received a record-high engagement rate (8.58%). The results can be remarkable when using statistics, creativity, and the surprise factor to educate.

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