Case Study: Durex achieves increased millennial awareness and purchase consideration with Sharethrough

Durex Truth or Dare Campaign Drives Awareness & Education Among Millennials

Durex partnered with Sharethrough to distribute a 15‑influencer short‑form video campaign aimed at driving awareness and education among millennials. The challenge was to reach that audience effectively while demonstrating measurable brand impact—so Durex ran a Millward Brown brand study to track brand lift, purchase consideration and message awareness.

Sharethrough managed distribution and A/B tested videos with and without captions, optimizing for what resonated with the millennial audience. Captioned videos delivered the best results—raising message awareness and purchase consideration, generating strong video views, and achieving reach and engagement above benchmarks, per the Millward Brown study.

Durex