How Durex India’s Risqué Content Gets People Talking
Kavya Ravi June 12, 2018
In April 2018, Durex India announced its entry into the flavored condom segment. The brand introduced four new flavors under the flagship of Durex Kohinoor, all developed keeping the Indian market in mind. True to their ingenuity, the brand launched the ‘#IshqKeLakhonRang’ campaign on social media before their new flavors were announced. The campaign, which also saw the launch of exclusive product pages for Durex Kohinoor on Facebook, Twitter and YouTube, engaged fans and followers on all the platforms.
Overall Social Media Activity
The campaign was launched on the brand’s official channels on Facebook, Twitter, and YouTube at the beginning of April. The brand published a total of 79 posts for the campaign across Facebook, Twitter, and YouTube. The 30 posts published by Durex on Facebook amounted to over 886K total interactions. As part of the campaign, the ‘#MainAurMeriFantasy’ project offered viewers a glimpse into real-life sexual fantasies of Indians. The confessional videos (reenactments) of people talking about their sexual escapades, was central to the campaign, with the brand posting it across the three social channels. The 7 videos that were cross-posted on different platforms gained over 37 million video views!
The brand collaborated with digital content creator platforms like ‘ScoopWhoop’ and ‘Girliyapa’ to roll out their products on Facebook. The product page continued the conversation surrounding the campaign over the course of April. Durex also joined hands with Radio ISHQ’s episodic program ‘Calling Karan’ hosted by Bollywood filmmaker Karan Johar. The brand posted a series of webisodes featuring Johar talking to people including Bollywood celebrities about their sexual preferences. Durex piggybacked on the aforementioned Facebook pages that boast great following among the young demographic on social media, aiming for a targeted reach.
The condom brand came out with an innovative marketing strategy on Twitter. The brand roped in the famous sexologist, also known as the ‘sexpert’, Dr. Mahinder Watsa for the campaign. Watsa took over the brand’s social media handle to answer queries related to sexual fantasies of their online audience under the hashtag #AskTheSexpert.
Dr. Watsa: Fulfilling a person’s fantasy is not always possible but there're alternatives. Both of u can join home guards which help looking after cities general health & protection or u can dress him up as one 😉 In a marriage it is not an ‘I’ or ‘You’ but a ‘We’ #AsktTheSexpertpic.twitter.com/Lk5jFC6rM8
The campaign, which saw a concerted effort from the brand through curated hashtags, generated an overall of 2,642 user tweets. The peak in audience activity surrounding the campaign is indicative of the fact that Durex was able to get people talking about the subject, creating brand awareness and hype around their launch.
Durex promoted the 4 confessional video series on their official YouTube page as well. The brand focused on using their new YouTube channel Durex Kohinoor as a launch vehicle for the products. The three videos that introduced the new products garnered close to 10 million video views! The graph below charts the video views of a post with over 6.4 million views. The sudden spike in views is indicative that the brand may have promoted the content as pre-roll ads on YouTube.
This isn’t the first time that Durex has got social media buzzing. Their sassy, out-of-the-box campaigns and their real-time marketing wins, have positioned them as a favorite on social media. If they can get India talking about sex, I must say they are a force to reckon with! To gain more data-backed insights on your social media performance or campaign intelligence of your competitor’s social media, check out Analyze.
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