Case Study: Durex boosts awareness and engagement with TikTok for Business

Helping Durex banish excuses for unprotected sex around World AIDS Day with an 18+ campaign on TikTok

Durex worked with TikTok for Business on a World AIDS Day 2020 campaign in Germany to encourage 18+ Gen Z audiences to stop making excuses for unprotected sex and to raise awareness about condom use. The challenge was to deliver a fun, informative message to the right audience while keeping the content appropriate and age-restricted.

TikTok for Business used TopView 18+, In-Feed Brand Premium, and In-Feed Auction Ads, along with creator partnerships and a call to action leading to the campaign page or Amazon store. The campaign ran for three weeks and generated more than 16.6 million impressions, 1.6 million clicks, 205,000 likes, and a 15.6% engagement rate for TopView 18+, showing strong resonance with the TikTok Germany community.

Durex