On April 1st, 2022, we saw the celebration and appreciation of some brilliant marketing campaigns from across the industry at the Effie Pakistan Awards. Reckitt Pakistan received awards for multiple brands in a number of categories. One of the biggest winners of the entire night was Durex. Bagging two gold awards, the brand led in major categories, namely Social Media and E-commerce Marketing.
Breaking into the Pakistani market for Durex was nothing short of a challenging feat, the brand has not only never won before, but this is its first nomination at Effies PakistanBy creating campaigns that catered well to the sensibilities of the market while being completely aware of the sensitivity of the matter, Durex managed to not only create successful campaigns but also create a voice of its own, one that consumers could understand.
The campaign ‘Playsafe’, won in the Social Media category for its clever posts. The brand worldwide is known for its comical take on a serious issue, and the team in Pakistan did not hold back. 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 noticed that the most effective way for potential customers to engage with their brand was via 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!
The Durex campaign named ‘No Measure to Your Pleasure’ focused on three main touchpoints; communicating the extended pleasure variant, focusing on discreet packaging, and associating witty humor, The variant chosen was ‘Extended Pleasure’ to shift mindsets away from using the product purely for contraceptive purposes. The campaign managed to increase sales through a quicked-witted 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 customers apprehensive to order online, and they found a way around this by offering unmarked packing with quick delivery to ensure discretion for their customers. The combination of both legs of the campaign managed to increase overall eCommerce sales by a whopping 259% and Extended Pleasure variant growth by 95%!
The Marketing Director of Reckitt Pakistan, Ahmed Rizvi commented, “I could not be more proud of the Durex team and everyone at Reckitt, as well as our supporting agencies, everyone has been a part of this milestone win! Having a brilliantly determined team and the agency has proven how catering to your consumer’s interests, even for a brand that would constantly be silenced, can make a brand soar. A massive congratulations to everyone a part of this achievement.”
We’re looking forward to seeing what else this witty and brilliant brand comes up with!