Durex‘s mission is to promote an open vision of love and sexuality by breaking down taboos and persistent clichés. The brand would like to launch a communication campaign reflecting this commitment.
PROBLEM STATEMENT
ACTION PLAN
- IPSOS study on the sexuality of 16-20 year-olds: the ravages of porn, censorship of social networks and persistent stereotypes…
- Talk-show Youtube YOUR SEX YOUR WAY: 5-episode edutainment program broadcast from February to June on YouTube
- Hosted by the “ideal crew”: Youtubeur Ben Nevert @563k and influencers Alaia Jeanneau @163K and Marcus @210k + surprise guests
- Amplification:
- Trailer box sent to 150 content creators
- PR campaigns mirroring the themes addressed: 5 episodes / 5 press releases with adhoc figures
- Snack content: video capsules broadcast on TikTok and Insta to maximize engagement.
- Street-Marketing activations in the streets of 3 major French cities.
RESULTS
- Audience: 19,000 Podcasts, 609,000 organic views on YT
- Social networks: 45 million impressions
- Press Relations: 6 TV 4 Radio 100 press articles 20 SoMe articles
- Street Marketing: 80,000 people reached in Lyon, Marseille and Toulouse
