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.
"With the launch of Durex Intensity, we turned to Snapchat to reach our core target audience where they live: in immersion, emotion, and innovation. This campaign proves that creative, data-driven, full-funnel activation can generate much more than attention: it creates immediate business value. It's a true testimony to the power of digital when orchestrated with excellence."
- Ludivine Lourenço , Head of Consumer Engagement Western Europe Reckitt
Deepening Connection on Snapchat
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.
Maximising Reach & Attention with Multiple Premium Formats
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.
Boosting Performance On and Off the Platform
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.
More Ways To Win With Snapchat
