Durex Company’s official Weibo (Chinese Twitter) has at this
point 1,124,046 followers. Their way to attracting attention is to post twits
and pictures that are sexy, humorous and western-oriented. Sex is their
language and only topic, in an effort of triggering a heated conversation in
social media to accompany their new product launch . Whatever the topic is,
their marketing message stays the same – use protection, and use only our
protection.
They conduct this kind of online marketing campaign in
perfect coordination of key events.
For example, on Father’s Day, they posted the following
words: “To all those who use our competitors’ products: Happy Father’s Day.
When the San Antonio Spurs won the NBA
championships in 2014 for the 5th time, they posted the following by
borrowing Spurs team logo, and advertised their “Performa” product
specifically.
During the current World Cup 2014, they seize the
opportunity and posted a lot of soccer related twits and used a lot of puns. For example, we’re the best goalkeepers.
Encountering
When new versions of iPhone are ready to kick off the market, they gave out these iPhone covers for free to bold young people, to spread the “durex words”.
In this way, Durex has maintained a quite well-targeted and organized digital marketing via its weibo. Many Chinese consumers enjoy these sex humor and re-twit without hesitation.
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