Durex

Challenge

Durex tasked ADROC to launch their new campaign “The Liberating Side of Being Together” that would deliver earned media impressions and drive brand recognition.

Solution

ADROC built a 360° strategic plan that brought the campaign to life. The focal point was a kick-off event in New York City filled with high profile celebrities and influencers. The concept was called “Hotel Durex”. ADROC engaged Jenny McCarthy to host the evening’s festivities. Additionally, to round out the campaign ADROC developed a digital and PR tactical plan incorporating well respected social influencers to spread and heighten the awareness nationally. This celebrity filled event invited guests to engage their senses in a sensual evening of fun and foreplay celebrating the launch of the brand’s new campaign and products.

Results

The campaign kick off event garnered 178 million impressions over the course of 4 days and was picked up by over 40 publications, including People Magazine, and was featured on Extra.