Advertiser: RECKITT BENCKISER, DUREX
Agency: MEC
Category: Fast Moving Consumer Goods
Advertising campaign: DUREX PRODUCT TESTER
Social Media Director: Charlotte Krijger (MEC)
Social Media Manager: Djurre De Wit (MEC)
Communication Director: Ingeborg Van Der Giesen (MEC)
Social Concept Creator: Rik Toe Water (MEC)
Execution
On Facebook people share comments about many things, although not yet much about sex. The 3 main reasons to follow companies on social platform are incentives, entertainment and status. We developed a Facebook app to recruit 500 Durex Product testers. Job applicants were tested on ambiguous job requirements fitting the new condoms benefits: •Come to work with the ultimate smile•Do you have the right endurance?•How flexible are you? •Able to act in creative positions?•Growing power is a must ! Our potential candidates applied by submitting their competences and get their skills reviewed as Durex testers, which they shared on Facebook. After being selected as fit to the job they received Durex products to test and Durex Business Cards to promote themselves. We added scale with advertorials on male blogs, billboard advertising on the biggest male websites and ofcourse Facebook advertising.
Strategy
Market leader Durex wants to transform from a condom brand into a sex brand by normalizing sex and make talking about it fun and acceptable. So how and where are we going to tempt men (and women) 18-35 to chat about Durex and sex?Our insight: Even in liberal Holland people need a motive to talk about sex in a normal, social way.Our solution: We gave them a motive and a new status: Durex Product Tester, the best job in the world! We created Engagement at Scale!
Effectiveness
The activation lead to a huge number of earned media in media & marketing websites but also consumer platforms like Facebook and Twitter.Engagement:•Fan growth: +28.200 Facebook fans, which is 23.000 (560%!!) above target•Interaction: 10.000+ competitors joined the activation.•Number 1 in Top10 engagement rate (SocialBakers)At scale:•Reach : 2.2 million people with 1.6 OTS (In the Netherlands there are 1.7 million men aged 18-35!)•And above all expectations… 18% uplift in sales!