Campaign snapshot
In Followers for Category
Pieces of Festival & Live Performance Content
Influencer Engagement Rate
Video Views
Background
Durex’s rallying call, “Love Your Sex,” is a celebration of sexual positivity, inclusivity, and self-expression. It recognizes that sex should be fun, feel good, and embrace individuality—just like condoms aren’t a one-size-fits-all product.
To amplify this message and surpass its main competitor in social media dominance, Durex partnered with BENlabs to achieve #1 share of voice in the condom category. Through a strategic blend of AI-driven insights, influencer partnerships, and cultural alignment with music, Durex solidified its position as a progressive leader in sexual wellness.
AI-Powered Strategy: Human Behavior Meets Data Insights
1). Predictive Analytics for Smarter Campaigns
BENlabs’ AI analyzed vast amounts of structured and unstructured data to identify opportunities, receptive audiences, and aligned creators. With algorithms tailored to Durex’s goals, the campaign launched with actionable predictive insights, refined further throughout its duration for unparalleled accuracy and success.
2). Smart Creator Matching
The “Love Your Sex” message needed more than just influencers—it needed authentic creators who embodied Durex’s core values. BENlabs AI tapped into a database of 13+ million verified content creators to find those who truly aligned with Durex’s positivity mindset, ensuring every collaboration resonated deeply with target audiences.
3). Competitive Audience Intelligence
Facing a strong competitor in social media followership, BENlabs conducted in-depth competitive analysis, unlocking strategies to engage new audiences, amplify Durex’s voice, and authentically surpass the competition.
Campaign Execution: Durex Takes Center Stage
Music Video Placements
Durex earned authentic placements in music videos by leveraging BENlabs’ entertainment connections:
- Sam Smith & Kim Petras – “Unholy”: Featured prominently with custom “The Body Shop” packaging in this MTV Video Music Award-nominated video.
- Yungblud – “Tissues”: Integrated naturally into the video’s narrative and thumbnail.
- Lil Nas X – “That’s What I Want”: Highlighted in a pivotal moment as the artist opens a Durex condom package with his teeth—a memorable and artist-driven idea.
Music Festival Activations
Durex made waves at festivals:
- Made in America Festival: Featured prominently on the main and brand stages, complemented by roaming “kiss cams” and VIP giveaways.
- LadyLand Festival: The Durex Condom Cannon blasted the “Love Your Sex” message (and condoms!) into the crowd at key moments, creating an unforgettable experience.
Custom Social Media Content
Artists and influencers amplified Durex’s message across social platforms:
- Collaborations with Lil Nas X, Sam Smith, and Yungblud showcased Durex authentically in music and pop culture.
- Influencers like Matt Bernstein and Johnny Ross shared personal and impactful content to further engage audiences.
The Results: Love Your Sex Success
Durex’s 2022 campaign delivered exceptional results, cementing its place as a cultural icon:
- 170M+ video views highlighted Durex in key narrative moments, ensuring top-of-mind awareness.
- An impressive 7.43% influencer engagement rate far exceeded industry benchmarks.
- Surpassed its competitor to become the most-followed condom brand on social media in the U.S.
By embracing sexual wellness and inclusivity, Durex not only increased sales but also reshaped how audiences perceive condoms—making them a symbol of confidence and self-expression.
Key Takeaway: Stand for Something Bigger
Durex’s success proves that knowing what you stand for—and aligning with partners and tools to bring that vision to life—can create true cultural impact. With its “Love Your Sex” message and BENlabs as a trusted partner, Durex went beyond advertising to achieve something more meaningful: a deep, emotional connection with audiences.
Let Durex’s journey inspire your next campaign—because when brands lead with purpose, they make history.
