Durex. Говорим с удовольствием

Главное о кейсе

Coverage – 13,93 mio of users
Avg CTR 1.43%
Share rate 5.51
Avg ER 27%
Avg VTR 90%

Бизнес-задача и ее решение

Task: to announce Durex lubes on Russian market

Background: lubes are not popular in Russia as they are perceived as something extra, that is only for “not normal” situations. People don’t consider lubes as something suitable for them.

Strategy: to make lubes just normal thing, we needed to add them to the agenda and to make them a part of the conversation. But what should we do, if sexual topics are not really on the surface here in Russia? We've decided to start with basics, teaching Russians to talk about sex word by word with our "Speak with pleasure" idea.

Solution: we’ve launched Russian first sex-educational service on the most relevant for our young audience VK social network, in order to become a part of talking discourse.

We announced it with a series of 8-second «Alphabet of pleasures» online videos with authentic and appealing design, containing words and phrases encouraging people to break down barriers and improve their sex life.

Getting into VK service, people could discover their sexual desires with Durex lubes Match game. Simply swiping left or right, couples could identify their matching fantasies, and discuss them with a partner.

We filled our app with educational yet beautiful content: hand-drawn illustrations, articles from sex-therapists, personal stories from opinion leaders — and we gain even more, that was expected: our content became viral instantly with total coverage of 13,93 mio of users and CTR of OLV – 1.43%.

Прочая информация о кейсе

Digital campaign to Durex lubes support, including 9 "Alphabet of pleasure" OLVs and VKontakte service with content from experts, articles and Match game

Скриншоты

Видео

Комментарий заказчика

Мы очень рады, что в партнёрстве с Айлав и их замечательной командой мы запустили один из инновационных, на наш взгляд, диджитал проектов, который совместил в себя и сильный инсайт и стратегию, и использование данных, и глубокий умный подход к аудитории, и, конечно, невероятно прекрасный креатив, красоту и эстетику. Отдельно отмечу высочайший уровень профессионализма в организации съёмок 9 разных и очень качественных роликов за один день