Durex, part of Reckitt Benckiser, is launching its first affiliate program to coincide with a major brand push at retail as well as through a targeted experiential marketing campaign.
Performance marketing network, Affiliate Window will be the sole network, working in collaboration with performance management agency, R.O.EYE.
The brand is using its new affiliate site to show its credentials as more than a condom manufacturer and will provide sexual education as well as give information and guidance about its range of products.
R.O.EYE has already helped deliver five-fold growth year-on-year for sister brand Scholl since it began to work with the affiliate channel, and Durex is keen to also now utilise the channel to develop a wider brand appeal within the 26-35 demographic.
As part of this strategy, it also recently launched its ‘Good Vibrations Tour’ with a branded Durex Play campervan visiting key locations in London, Cardiff, Manchester and Newcastle to sample products, hear the nations’ sex confessions and give fun, informal sex tips from the onboard Love Guru.
The whole tour, which has been masterminded by fellow North West based agency Truth, also linked back to a Social Media campaign through YouTube and Facebook, to share the experiential campaign with a wider consumer audience.
Kaye Sutcliffe at Durex, said; “Affiliate marketing is the perfect digital channel for this kind of brand push and through R.O.EYE’s expert guidance, it allows us to work with a cross section of some of the UK’s leading affiliate partners. Working in tandem with our latest retail and experiential activity, we know this can achieve not only greater brand awareness, but also drive customer purchase and trust.”
Nicky Iapino, Managing Director of R.O.EYE, added: “The success of our Scholl activity shows how the affiliate channel can be strategically used to deliver brand objectives. Working as part of a focused, integrated campaign, the activity dovetails nicely to achieve even greater buy-in to this iconic brand, whilst at the same time providing users with accessible, fun advice and guidance.”
Rachel Humphreys, Head of Agency Account Management for Affiliate Window, commented: “Working alongside R.O.EYE, our aim is to generate incremental growth for Durex whilst increasing the range of publishers and partners driving traffic to the brand. Through strategic account management and a dedicated publisher services team, we’ll see Durex go from strength to strength within the performance channel.”
