Brand: Durex Vietnam
Brand owner: Reckitt Benckiser Vietnam
Lead agency: MSL Vietnam
Contributing agencies: Performics, Buzzmetrics
Industries: Contraceptives, family planning
Media channels: Social media
Budget: Up to 500k
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 with the tough challenge of doubling its business growth in the 2018-2019 financial year. In terms of social media communication, Durex had very little brand exposure and lacked brand engagement with its core audience, namely young Vietnamese consumers. Moreover, asking young Vietnamese people to publicly discuss sexually-related products and topics was very challenging as this subject had always been considered taboo.