Case Study: Durex leverages organic engagement to spread the gospel of #OrgasmInequality
Adhering to the philosophy of enabling the consumer to be ‘champions of shared pleasure’ so that they can #ComeTogether, Durex launched its new product which is Mutual Climax.
- Phase 1: #OrgasmInequality - Durex India shared a statistic around Orgasm Inequality to ignite a debate around the same.
- Phase 2: #FakeOrgasm - Here, Pooja Bedi addresses the issue and engages the audience. To get the audience talking about the Fake Orgasms and share their stories and experiences.
- Phase 3: #OrgasmsDecodedWithPoojaBedi, Pooja Bedi goes LIVE on-line validating the problem and providingsolutions during the interaction.
- Phase 4: #DurexMutualClimax - And finally, the product Launch - Durex Mutual Climax Condoms
Before launching the product, Durex India initiated and led the campaign around the whole topic of #OrgasmInequality by sharing a statistic with the audience 70% of women in India don’t orgasm when they have sex, thereby asking the audience's point of view on the statistic and igniting a debate on the whole orgasm conversation.
‘What happens when you don’t orgasm together? #FakeOrgasm’. This was the 2nd phase of the campaign where Pooja Bedi shared a video culminating the whole orgasm inequality conversations. And then she invited people to share their fake orgasm stories or experiences. To make it a movement, women influencers tweeted using the #IFakedItToo.
In the 3rd phase #OrgasmsDecodedWithPoojaBedi, Pooja Bedi went LIVE on Durex Twitter handle to validate the problems and providing solutions to Orgasm Inequality.
Once enough buzz was created around Orgasm Inequality, Durex launched its new product - Mutual Climax Condoms.
The campaign overall was about orgasm equality. For men and women to be able to orgasm together. Men mostly are oblivious to how the female sexual anatomy functions. They orgasm earlier and women sometimes have no resort but to fake it. Due to various reasons there is a huge orgasm gap in India where women attaining orgasm is way lower than men. This campaign aimed at making the men realise that women need more time and stimulation.
Brand roped in influential women and men like Swara Bhaskar, Kusha Kapila, Kaneez Surka, Aditi Mittal, Saloni Chopra, Kunal Kundra, Kenny Sebastian, Aparshakti Khurana to share their point of view on Orgasm Inequality and to maximize the reach of the message conveyed.
Look who's spilling the tea on #FakeOrgasm. We feel you @kaneezsurka . Girls, if you've ever faked it, simply comment with #IFakedItToo or DM us your stories. #OrgasmInequality pic.twitter.com/7mVfFubSGw— Durex India (@DurexIndia) May 31, 2019
Thankful for these pearls of wisdom by @awryaditi. Girls, if you have faked an orgasm anytime, share your stories with us on DM or join the conversation by simply commenting #IFakedItToo. #OrgasmInequality pic.twitter.com/t1okwSU6s0— Durex India (@DurexIndia) May 30, 2019
To amplify the reach, we ran the campaign by getting Category B and Mass Influencers to participate in the conversations.
The campaign was a huge success gathering maximum conversation, reach, and impression.
The overall campaign had 5 different hashtags.
Reach: 11 Mn+
Reach: 4 Mn+
Impression: 9 Mn+
Reach: 2 Mn+
Impression: 4 Mn+
Reach: 2.5 Mn+
Impression: 12 Mn+
Reach: 7.1 Mn+
Impression: 30 Mn+