Summary: Some brands desperately seek credibility by hiring celebrities and influencers. When the celebs and influencers ask to join your activity – for free – you know you’ve created something special. Trust Condoms’ podcast attracted cool support, tackled a pressing social issue, and increased market share
Objective: increase market-share; boost brand-relevance
Johnny wants to be a sex God
Johnny is a young man and like all young men he wants to have sex.
But Johnny isn’t alone. He’s one of 7.9M young Kenyan men who all feel the same way. But when young men and women have sex without the right knowledge they engage in risky behaviour: more unprotected sex and more partners – 62% of regular sexters among secondary school students in Nairobi have had multiple partners.
The result is a massive rise in sexually transmitted diseases, up nearly 50% in the last decade.
Truthfully, Johnny and his mates know that using a condom is sensible but protection information is often presented in a corporate and institutional manner.
Our insight was that Johnny might listen if instead of talking about protection, we helped him become a better lover. Research highlighted that Johnny had a huge number of questions about sex including performance issues.
Market leader Trust Condoms needed to talk about how condoms could up his sex game.
Kenyan law makes it impossible to have this kind of conversation via traditional media. Restrictions are so tight that even Coca-Cola has had to edit its TV ads to avoid violating “family values”. Condom ads are banned on TV before 10pm unless they focus on public health or protection.
We needed to create a safe place where we could have a raw and open conversation about what a genuine lover does and how he behaves.
Trust would help Johnny become a better lover.
We would have a real conversation about the issues Johnny was too embarrassed to discuss in public
Having a conversation about performance would enable Trust to stand out from its rivals.
We knew that Johnny wanted to have those real conversations about sex but we also knew that his public image as a sex God required him to learn in private.
To ensure Johnny could listen on his own we needed to deliver this in a private setting. A raw and real conversation about sex also required a credible host not a brand representative.
Our solution would be a unique podcast – the first created by a brand in Kenya, where podcasts only really started to grow in 2015. Growing smartphone penetration – currently 44% – also created a new audience for our content.
This would not only give Johnny the private space to learn – he could listen where and whenever was convenient – but also overcome legal restrictions on mainstream media.
The content would be hosted by a range of highly credible micro-influencers, selected for their authenticity not their follow numbers. They would be led by @QueenGathoni, with 22,000 followers on Twitter. She had previously hosted a weekly sex discussion on Twitter and was a credible, trusted voice in this sensitive arena.
Finally, to make our content even more authentic, we would ensure it was unscripted and driven by consumers. The podcast content would be based on what was topical at the time and the questions asked – anonymously – by our target audience of Johnny and his friends.
Taking this approach would enable us to educate Johnny, making him a better lover, protect him while also positioning Trust as the perfect tool for the average sex God.
KuwaTrue provided Kenya’s first open, credible discussion about sex
We created #KuwaTrue – which translates as Be Real/True – Kenya’s first open and honest conversation about sex to help Johnny become a better lover.
Podcasts were created on Soundcloud, running for up to 10 minutes, and designed for listening whenever Johnny was alone. The programmes were promoted via the social media platforms used by our target audience, Facebook, Telegram and Twitter.
In total, 19 separate shows were created. For every show, these influencers created their own scripts and also used their own channels to promote awareness of the podcast. A further network of credible micro influencers was also used to talk and tweet about the podcasts to extend its reach right across the country.
To ensure #KuwaTrue was as relevant as possible to Johnny and his friends we used social listening tools to identify relevant topics for discussion combined with input from the fan base of our key influencers. Our team of influencers also provided regular feedback to help improve subsequent episodes during the content creation process.