DUREX knew that Aprilfools Day was a time for many brands to run talk-of-mouth campaigns and aims to break the clutter on digital space. The brand also wanted to run this campaign to include call-to-action on the brand site.
We create 2 pieces of social content that was organically posted on social media to drive engagement.
We introduced a playful twist with 1 social post to teaser on an upcoming new product which seemed to be real and another an actual reveal post which then drives consumers to click into an e-commerce link to “purchase” (which what seemed to look real). When consumers click through to the microsite, the reveal actually happened that the flavour was part of the brand’s Aprilfool joke. However, consumers can choose to purchase any DUREX products to enjoy a promo code from the partner – The Golden Duck.
Total Engagement: 1,018,265
Total Reach: 4,093,211
Link Clicks: 19,900