Case Study: Durex achieves a 45-point lift in ad recall with Facebook

Durex - Customer Case Study

Durex Hong Kong partnered with fashion brand Porter to promote a limited‑edition Durex X Porter tin aimed at younger adults. The goal was to build awareness among 18–49-year-olds in Hong Kong while managing how often the audience saw each ad to avoid fatigue.

Using a sequential Facebook strategy, Durex ran photo ads (fashion, sex, entertainment, charity), attention‑grabbing video cinemagraphs, and retargeting via Custom Audiences with a roulette GIF, plus reach-and-frequency buying to control exposure. Measured by Nielsen over seven weeks, the campaign drove a 45‑point lift in ad recall (6.4× the Asia‑Pacific industry standard) and a 22‑point lift in awareness of the limited‑edition tin.

Durex

Frankie Li

HKTW Marketing Director