OKEY used a combination of digital media channels, personas, influencers, social media, video, and real-time feedback to position its OKEY Rötar delay-effect condom as the solution to pre-mature ejaculation. Its campaign not only facilitated growth for the brand, but by dispelling the idea that condoms reduce sexual pleasure, it drove growth across the entire condom market.
OKEY structured its strategic objective in two parts:
OKEY faced a significant challenge: The widespread belief that condoms diminish pleasure. Research showed that 30 percent of people cited reduced sexual pleasure as a reason for not using protection during intercourse.
To address this, OKEY focused on understanding the needs and desires of men, the primary target audience for condoms. Analyzing digital data, the brand found a common behavior among men: thinking of other things to delay ejaculation and extend the duration of intercourse. This insight supported the development of OKEY Rötar, designed to enhance and prolong sexual pleasure. By addressing this issue, OKEY aimed to increase condom usage among its target and expand market share.
OKEY's campaign was an extension of its previous "Okey Rötar" campaign in December 2021. The brand leveraged insights from past campaigns to convey that condom use can enhance and make sexual experiences more enjoyable. By examining the needs of condom users, the brand found that many men think about different things to prolong sexual activity. Therefore, OKEY aimed to position Okey Rötar as the condom to make sexual experiences more pleasurable without worrying about premature ejaculation.
OKEY's target audience were men aged 18 to 45 within the sexual health category. Based on past campaign analysis, the brand created five distinct personas: white-collar workers, entertainment seekers, students, experience seekers, and traditionalists.
The brand tailored its communication strategy to integrate with the attitudes, behaviors, and cultural contexts of these personas. Using insights from digital campaigns on platforms like Meta and Google, OKEY integrated these learnings with corporate DMP segments to effectively engage this demographic. By adopting a holistic approach, OKEY developed a campaign that raised awareness, generated interest, encouraged engagement, and prompted action — all aligning with the preferences of the different personas through various channels and creative assets.
OKEY aimed to align its consumer journey in accordance with each of its persona's unique attitudes and behaviors for end-to-end engagement. Using vignette videos, the brand analyzed content performance across personas to refine its approach and present OKEY Rötar's message in an engaging way, effectively increasing brand awareness.
OKEY focused on impactful creative elements that resonated with each persona's preferences and behaviors. The brand also leveraged strategic partnerships with popular influencers to share its campaign message. It also used influencer to share OKEY Rötar discount codes that could be redeemed in key marketplaces. This not only encouraged product trials but also drove conversions by prompting consumer action. Feedback also helped optimize product messaging in real-time.
OKEY leveraged digital platforms such as Google, social media, influencer collaborations, programmatic banner-video-TV, podcasts, and native content to maximize reach and engagement.
Proper budget allocation was crucial to achieving the campaign's goals. Of the total 4.53 million Turkish Lira (TL) ($123,642 USD) digital budget, 80 percent was allocated to mobile and 20 percent to desktop. This approach allowed the brand to execute the campaign efficiently and measure its impact.
OKEY's marketing strategy leveraged a range of channels and technologies. Initially, the brand launched a mass communication campaign with a compelling promotional film. It then shifted to a persona-driven approach, using four distinct vignettes to tailor its strategy for each persona. This dynamic method allowed the brand to optimize frequency and target the right audience.
OKEY also created rich, varied content that resonated with specific personas and integrated its brand into popular podcasts like Meksika Açmazı, top YouTube shows, and Twitter and Instagram, driving organic conversations and engagement.
What's more, real-time performance tracking allowed the brand to fine-tune its effort as it progressed, further empowering OKEY to optimize the campaign.
OKEY's target audience faced a common issue: premature ejaculation. The brand responded by launching and promoting Rötar — designed to prolong intercourse and enhance pleasure. This move aimed to increase both the general category's market and OKEY's market share.
The campaign achieved 382 million impressions and nearly 1 million clicks, reaching about 15 million people — 75 percent of the target audience. Collaborations with 18 influencers resulted in an additional 14.5 million impressions and sparked positive conversations about the brand, generating significant interest and awareness. A brand lift study showed a remarkable 14 percent increase in ad recall on YouTube, the highest among Eczacıbaşı Consumer Products' previous campaigns. The campaign also saw a 5 percent increase in YouTube consideration metrics.
Gamified video ads on Adcolony resulted in a 12-point increase in ad recall, a nine-point increase in purchase intent, and a two-point increase in brand affinity. The strategic use of programmatic banners, videos, outdoor ads, and TV broadcasts facilitated the flow of 13.8 million data points into its DMP, providing a strategic advantage for future campaign planning.
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