Durex (via Only Much Louder)

The challenge was to reach Gen Z in their native habitats, break the taboo around sexual wellness, and seed genuine conversation without overt branding — a context where a hard sell would have failed instantly.

Gen Z prefers participation over preaching. Non-branded, relatable personas outperform direct branding, and deep listening on these platforms feeds real user insight back into mainstream campaigns.

Across three phases — quiet community embedding, an engagement spike, then consolidation — we built a presence in the communities Gen Z actually lives in. Witty, on-tone content and AMA-style engagement drove conversation around real questions, supported by community events and giveaways, with bi-weekly insight reporting back to the brand.