On Facebook people share comments about many things, although not yet much about sex. The 3 main reasons to follow companies on social platform are incentives, entertainment and status.

We developed a Facebook app to recruit 500 Durex Product testers. Job applicants were tested on ambiguous job requirements fitting the new condoms benefits:

• Come to work with the ultimate smile

• Do you have the right endurance?

• How flexible are you?

• Able to act in creative positions?

• Growing power is a must !

Our potential candidates applied by submitting their competences and get their skills reviewed as Durex testers, which they shared on Facebook. After being selected as fit to the job they received Durex products to test and Durex Business Cards to promote themselves.

We added scale with advertorials on male blogs, billboard advertising on the biggest male websites and ofcourse Facebook advertising.

The activation lead to a huge number of earned media in media & marketing websites but also consumer platforms like Facebook and Twitter.

Engagement:

• Fan growth: +28.200 Facebook fans, which is 23.000 (560%!!) above target

• Interaction: 10.000+ competitors joined the activation.

• Number 1 in Top10 engagement rate (SocialBakers)

At scale:

• Reach : 2.2 million people with 1.6 OTS (In the Netherlands there are 1.7 million men aged 18-35!)

• And above all expectations… 18% uplift in sales!