Durex Wins! Takes Home Two Golds From the Effies!
With the Effie Pakistan Awards that took place on 1st April, we got an insight into some of the most effective, creative, and inspiring campaigns of the year that came out of the brands and marketing sector. One of the biggest winners that night was a newcomer at the award show, Durex. This particular brand not only just entered the Pakistani market but did so with a bang! Their efforts paid off, landing them two gold awards in the most relevant categories of the marketing world today Social Media and E-commerce marketing.
The first winner in the eCommerce category was Durex’s ‘No Measure to Your Pleasure’ campaign. It focused on three main touchpoints: communicating the extended pleasure variant, and focusing on discreet packaging whilst associating with humor. The ‘Extended Pleasure’ variant was chosen to shift mindsets away from using the product purely for contraception. The campaign managed to increase sales through a clever DVC and subsequent digital posts that showed impressive conversions to Durex’s eCommerce site.
Furthermore, the brand also tapped into another problem the Pakistani market was facing, which was a lack of discretion. They recognized that this issue made consumers apprehensive to order online, and found a way around this by offering unmarked packing with quick delivery to ensure discretion. The combination of the two legs of the campaign managed to increase overall eCommerce sales by a whopping 259% and Extended Pleasure variant growth by 95%!
The campaign ‘Playsafe’, won in the Social Media category for its comical posts. Durex, worldwide, is known for its quick-witted take on a serious issue and the local leg of the brand has not disappointed. Playing upon current affairs and relevant news, Durex has posted a myriad of posts that will leave you laughing-out-loud, yet informed. The team recognized that the most effective way for potential customers to engage with their brand was through social media likes, comments, and shares. They also linked their eCommerce site to their digital channels resulting in a 200% increase in eCommerce sales and a 50% increase in total sales!
In tandem with these ongoing campaigns, Durex also introduced its first brand ambassador, Zahid Ahmed, and used his presence to launch a sex-ed website to help educate the local market, which has now become one of the fastest-growing websites in the country. The brand recognized the gap in learning and information available to their clientele and created a solution that preceded the actual sale of the product. By educating the market, they were able to highlight safe-sex practices, answer frequently-asked-questions and emphasize the usage of their products with those responses. Creative ideas and thinking as such is what has led Durex to be a leader in its category and we can’t wait to see what else the brand comes up with!