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Durex caught vlogging off for new campaign

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The last few years have thrown up a new kind of professional personality; the “YouTube celebrity.” These video bloggers (or “Vloggers”) make a living by posting short videos online that cover a range of topics from video games and films to sports and sexual education. Hannah Witton is a quirky 20-something who likes to talk about “Sex, relationships and other stuff,” and has amassed over 120,000 subscribers to her own YouTube channel. Durex has teamed up with her in a new campaign to promote their brand, and the fact that they don't just sell contraceptives (as is the general consensus). The idea is to gain brand exposure to a younger audience (Witton's page is aimed towards teenagers exploring sex for the first time), whilst also informing young viewers in a manner that doesn't talk down to them.

Durex have teamed up with vlogger Hannah Witton in a new campaign to promote their brand to a younger audience

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The video (below) takes the form of a Q&A, with Witton answering fan questions about sex and relationships using a series of 'props' to help elaborate on her answers. Questions were fielded through social media through the #durexhannah hashtag. The campaign was created by TMW Unlimited with assistance by ChannelFlip Media, and marks the brand's intention to use vlogger partnerships to expand their brand awareness across a variety of markets. To encourage viewer retention, Witton will also run a competition on her Facebook page where one fan can win a Durex gift set, and Durex is offering a discount code for viewers.

Sex Toys, Long Distance & Ghosting – Hannah Witton and Durex

Luca Tamagni, Durex UK brand manager, said: “Working with influencers is very important for Durex as it enables us to reach our target audience with educational messages that traditional channels aren’t set up to do. Hannah has been great at capturing the essence of the Durex brand and translating it into engaging and inspiring content for young adults.” Sophie Chaytor-Grubb, influencer and partnerships manager at TMW Unlimited, added: “It’s really important for us to match the right influencer with the client’s need for the campaign, ensuring their tone and message aligns to that of the brand. Working with Hannah has been great. She is ideal for Durex as she brings a fresh and insightful perspective to sex for young people and aims to educate, as well as entertain.”

The campaign was created by TMW Unlimited, and marks the brand's intention to use vlogger partnerships to expand their brand awareness

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Hannah Witton had full editorial control according to Durex, who said she choose the products she wanted to feature in the video and did all the filming for the campaign herself, as with her non-sponsored videos. The video will be shared across Witton's various social media channels. Whilst it marks a first for the brand itself, it is far from the first time a social media personality has been used in an online campaign and it certainly won't be the last. What are your thoughts? Do YouTubers make for good brand ambassadors? Sound off below.

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