The strategy focuses on using influencers to overcome barriers related to condom use and promote Durex products in South Africa. The approach begins by identifying mega influencers who share Durex values and engaging them with clear objectives. These influencers will create videos that integrate personal stories, promoting genuine endorsement. For instance, an influencer might share a positive experience using Durex, encouraging viewers to overlook common condom myths.
Furthermore, the campaign emphasizes engaging and educational content. By incorporating expert opinions and humour into video scripts, the strategy effectively debunks myths surrounding condom use. Videos will highlight the benefits of Durex products within relatable real-life contexts, using concise and shareable content, perfect for various social media platforms.
To ensure optimal reach and engagement, the strategy uses a paid media boost and leverages the influencers' fan bases. Campaigns will post during peak times and use interactive elements like polls to engage audiences. Additionally, partnerships with sexual health organizations amplify the campaign's reach, while ongoing content creation sustains audience interest.
The strategies
⛳️ Strategy 1: Collaborate with strategic influencers
- Identify mega influencers in South Africa who align with Durex values
- Engage influencers with a briefing about Durex's objectives and expectations
- Negotiate collaboration terms and content deliverables with influencers
- Develop a creative brief that outlines key messaging points and video themes
- Encourage influencers to share personal stories or experiences related to the topic
- Incorporate interactive elements in videos to engage the audience
- Design a campaign hashtag for social media coherence
- Provide influencers with Durex products for authentic endorsements
- Organise a virtual event for campaign launch with influencer participation
- Evaluate influencer video performance through reach and engagement metrics
⛳️ Strategy 2: Create relatable and educational content
- Conduct research to understand common myths and barriers about condom use
- Develop video scripts focusing on debunking myths about condoms and lubes
- Incorporate expert opinions or testimonials to enhance credibility in videos
- Use humour and relatable scenarios to capture viewer attention
- Highlight the benefits of Durex condoms and lubes in real-life contexts
- Involve influencers in a Q&A segment addressing audience concerns
- Create short, shareable content optimised for various social media platforms
- Substantiate claims with statistics and facts from reliable sources
- Showcase positive testimonials from satisfied Durex users
- End videos with a call-to-action encouraging viewers to try Durex products
⛳️ Strategy 3: Maximise campaign reach and engagement
- Schedule posts at peak engagement times for target audience visibility
- Implement a paid media strategy to boost video content reach
- Leverage influencer fan base across multiple platforms for wider dissemination
- Engage audience through interactive polls or quizzes related to video content
- Host a social media contest or giveaway featuring Durex products
- Facilitate partnerships with sexual health organizations to extend reach
- Develop a tracking system to measure campaign interactions and feedback
- Plan for ongoing content rollouts to maintain interest and engagement
- Consider ambient promotion using influencers' appearances in other media
- Solicit audience-generated content to encourage active participation and advocacy
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
