Creating social media buzz for Durex Play ‘O’
The Social Media team at McCann Manchester created a savvy and provocative online voice for a new orgasm gel, ‘Play O’ from Durex, as part of an integrated campaign to increase sales and distribution. Play ‘O’ is an orgasm gel for sexually active women who want to proactively improve their sex lives. It launched in the UK in 2009. The online campaign aimed to create a buzz around ‘Play O’, changing consumer perceptions. During the 10 week launch period, over 70,000 women across Facebook, Twitter, blog and forums, were talking about ‘Things that make you go O’. Average weekly sales increased by 34 per cent. Durex ‘Play O’ won ‘Best Social Media Campaign’ at Marketing Society Northern Awards in 2010.