Campaign details
Brand: Durex VietnamBrand owner: Reckitt Benckiser VietnamLead agency: MSL VietnamContributing agencies: Performics, BuzzmetricsCountry: VietnamIndustries: Contraceptives, family planningMedia channels: Social mediaBudget: Up to 500k
Executive summary
Durex entered the Vietnam market back in 2008; however, during the preceding 10 years, the company had not invested seriously in social media. During this same period, Facebook had become a rich arena where many brands could interact with their audience. But Durex had failed to keep pace.
Consequently, at the beginning of 2018, Durex Vietnam was faced...