Durex hires agency for social media campaign

Condom manufacturer Durex has hired McCann Erickson to run a social media campaign for its female orgasm gel Play O.

McCann: runs Durex social media campaign

The brief is to position Play O as a ‘luxurious treat'. McCann's social media team, based in Cheshire, will be encouraging discussions in online communities around the theme ‘things that make you go O', meaning things that women really enjoy.

The agency will also be talking to bloggers about sexual health and relationships and creating campaigns through social networks such as Facebook.

The campaign is headed up by Robin Wilson, director of social media, and Catherine Usher, senior account director, who report to Ruth Gresty, senior brand manager at Durex.


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