Durex launched its decidedly cheeky #FitMatters campaign last year to educate people on the importance of using the right fitting condom.

Our campaign was released after Durex’s own research found that 46% of consumers were not confident about buying the right condom. We used influencers including the likes of Dr Emeka and Joe Marler, in social, online and OOH to drive awareness around the importance of condom fit.

The campaign delivered 6.6M impressions and an exceptional 10% engagement rate, reaching 1.6M people and driving 2.2M new followers. It also achieved a 7 point lift in consumers recognising Durex as offering the right condom fit, alongside a 30% cut-through rate, almost three times the UK norm for digital campaigns among Durex's core 16–34yo audience.

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