Durex x OML – Building Gen Z Brand Loyalty through Discord & Reddit

Durex is a global leader in sexual wellness, known for pushing boundaries in health, intimacy, and safe sex education.

\ Accounts Managed

\ Active Conversations Initiated

\ Engagement Rate

\ Brand Mentions Uplift

About The Brand

Durex partnered with Only Much Louder (OML) and Blustream to embed itself in the digital hangouts of Gen Z—namely Discord and Reddit. The campaign aimed to foster brand relevance through peer-driven conversations around intimacy, consent, and sexual wellness.

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Decoding The Brief

To :

CHALLENGES

Challenges were :

Trust and Relevance: Sexual wellness remains a sensitive topic, especially in public forums—Durex had to walk the line between bold and believable.
Noisy Ecosystem: Competing for Gen Z’s attention in fast-scrolling meme culture meant content had to be deeply contextual.
Platform Complexity: Reddit and Discord are not ad-first platforms—credibility had to be earned, not bought.

Our Strategy

We approached this as an infiltration, not a takeover—embedding, listening, and engaging from within.

Account Network: Created and managed 500+ Discord and 100+ Reddit accounts embedded in key communities
Human-First Teaming: Deployed 10 Discord and 5 Reddit Community Managers for daily engagement
Content Playbook: Rolled out meme posts, AMAs, advice threads, and interactive challenges in Durex’s voice

Campaign Execution

Execution Tactics

Phase 1 – Setup & Silent Infiltration (Month 1) : Embedded accounts into high-traffic Discord servers and Reddit threads (e.g., Dank Memer, Meme Economy, r/IndiaTalksSex, r/TooAfraidToAsk).
Phase 2 – Engagement Spike (Month 2) : Initiated AMA sessions, responded to trending posts, and dropped witty comments in Durex’s tonality.
Phase 3 – Consolidation & Reporting (Month 3) : Hosted giveaways (e.g., “#PlayItRight hamper drops”) and surprise interactions.

\ Active Conversations Initiated

\ Engagement Rate

\ Accounts Managed

\ Brand Mentions Uplift

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as an expert at seo, ppc, social media, content marketing and web design services we drive qualified traffic and convert visitors using state of the art marketing automation and technology which measures effectiveness, to deliver real results for you.

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