Durex Truth or Dare Campaign Drives Awareness & Education Among Millennials

Strategy

Durex worked with Sharethrough to distribute a :15 influencer video spot to drive awareness and education among their millennial target audience. Durex ran a Millward Brown brand study to measure brand impact, purchase consideration and message awareness. Durex reached a significant number of people with their message at a rate above benchmarks. Sharethrough A/B tested videos with and without captions to see what resonated with their audience. Overall, the campaign significantly increased awareness and purchase consideration when videos included captions.