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Thoughtful China 169 - How Durex Dominates Social Media in China

Thoughtful China


What Durex Can Teach You About Sex and Social Media in China, This Week on ‘Thoughtful China’

SHANGHAI, CHINA 
— An 85-year-old brand with iconic status in the West, Durex sells over a quarter of the world’s condoms—but China presented significant challenges for Reckitt Benckiser (RB), the British consumer-products company that acquired Durex in 2010.



Clement Tsang
Ben Wilson


Panel


Only one in 10 sexually active Chinese used condoms of any brand, for instance, and counterfeit knockoffs are common for many products, including condoms. Traditional advertising costs are skyrocketing in China making it unaffordable for all but the largest brands, and distribution beyond tier one and tier two cities is difficult and expensive.
 
To address these issues, RB’s China Marketing Director Ben Wilson, the featured guest on this episode of “Thoughtful China,” adopted an all-social, all-digital strategy for Durex with very strong results. Sales have increased threefold, the overall market for condoms grew, and the company’s market share has grown to 45 percent. As a result, RB is widely considered to be one of the most successful marketers using Weibo in China today.
 
This week, host Clement Tsang talks with Mr. Wilson about creating content in China such as the fictional character “Little Dudu.” They also talk about how to work with key opinion leaders in social media, how RB evaluates ROI for social media campaigns, and the cultural challenges involved with promoting Durex in China, where sex remains a taboo subject.
 
This episode is the seventh show in a series sponsored by Weibo, China’s leading microblogging platform, to help marketers understand this market’s social media environment and use it more effectively to build online relationships with local consumers. If you’d like to hear more from the speakers in this series, Weibo is hosting a discussion site where viewers can interact with our guests and other industry members. You can access it through the QR code in this email or through this LINK.
 
Here more about what Durex can teach you about sex and social media in China in this week’s episode of “Thoughtful China”



Executive Producer:
Normandy Madden - SVP, Content Development, Asia-Pacific, Thoughtful Media Group

Host:
Clement Tsang

Featured Guest:
Ben Wilson - Marketing Director, Reckitt Benckiser China

Episode Summary:
Reckitt Benckiser has adopted a successful all-social, all-digital strategy for Durex in China with very strong results and is widely considered to be one of the most successful marketers using Weibo in China today. This week on “Thoughtful China,” host Clement Tsang talks with China Marketing Director Ben Wilson about creating content in China, working with key opinion leaders in social media, how RB evaluates ROI for social media campaigns, and the cultural challenges involved with promoting Durex in China.


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