SUCCESS STORY
Durex
Snapchat drove significant results for Durex when the brand used the platform’s premium formats to promote its new range of condoms among users aged over 18.
Incremental Sales Generated 6
Durex
Snapchat drove significant results for Durex when the brand used the platform’s premium formats to promote its new range of condoms among users aged over 18.
More Ways To Win With Snapchat
- Ludivine Lourenço , Head of Consumer Engagement Western Europe Reckitt
In a hyper-competitive environment, Durex aimed to promote its new premium 'Intensity' condom range to the 18+ demographic in order to build awareness and drive sales. The agency Dentsu led a 'full-funnel' strategy on Snapchat, where 92% of Gen Z connect every month 1.
Co-created with Energy Studios, the activation combined premium formats (Total Takeover), skippable and non-skippable videos, and an immersive AR Lens to maximize impact. The targeting combined massive reach for awareness with surgical data-driven tactics (retargeting, lookalikes, Dentsu Audience segments) to ensure performance across the entire conversion funnel.
The campaign reached 12.9M 18+ consumers (48% of the target), with 9.4M reached via a Total Takeover that guaranteed the day's first ad impression. The AR Lens sparked 37.4M sessions, capturing record-breaking attention of 12.2s (compared to the 6-9s benchmark). In terms of brand equity, the Brand Lift study showed a +4pt rise in Message Awareness. Crucially, the Circana Saleslift study confirmed the business impact: a massive boost in in-store sales for the Intensity range, accompanied by a positive halo effect across the entire Durex portfolio 2 3 4.
