Durex Jeans Campaign - Essential for when love happens

Durex, a condom brand, launched its Durex Jeans Campaign in India to engage millennials and promote its new Durex Jeans product by making audiences believe they were launching their own line of jeans.

Campaign details

Brand: DurexLead agency: AffleRegion: APAC

Objectives

The primary strategic objective of the Durex Jeans campaign was to communicate the product offering in an innovative (and fun) way within the target set, to increase top of the mind recall. This campaign was run only in India.

For this, we had to identify sources with high quality traffic, frequented by users from top metro cities aged between 18-25 years. Then, we had to formulate a communication strategy to effectively engage with these audience buckets.

In order to assess the success of this campaign, the metric...

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