As an emerging platform with a massive and growing audience, TikTok was the perfect place for Trojan Condoms to make a splash. But how could this iconic brand become relevant on a Gen Z- and Millennial-driven social platform unlike any we’ve ever seen?
Extraordinarily creative and expressive, we knew TikTok had already captured 17x more users than Instagram, so we had to make an unforgettable impression. Luckily, we had (safe) sex on our side. We decided to create an organic strategy to broaden the appeal and inspire new audiences to engage in novel ways. The goal was to make condoms cool again and get young people to put safety first – starting with Trojan.
With no existing presence or media investment, our objective was bold: Grow the brand’s following on TikTok (fast), keep the community engaged and entertained, and boost brand sentiment across the board. We got to work quickly, starting from the ground up.
As part of an ongoing, omnichannel strategy, Trojan Condoms had to connect with consumers in the right places, with the right content, at the right time.
Becoming one of the first CPG brands to capture highly-engaged Gen Z and Millennial audiences on TikTok was a must. But let’s be real – it’s hard to talk about sex while maintaining brand guidelines, adhering to legal and regulatory requirements, and staying at the forefront of an emerging platform.
Undeterred, we set out to develop an organic strategy with authentic community engagement at its core. To generate spontaneous conversations and create 1:1 connections, teams would have to be there when it mattered most. That’s how the @TrojanBrandCondoms crew of native community managers was born. The mission? To make Trojan the talk of TikTok town. They got busy from morning to night, seamlessly infusing Trojan into relevant conversations about sex, relationships, and pop culture. Almost immediately, their comments rose to the very top, boosting Trojan brand love across the app.
One major standout was Trojan’s new social voice. Equal parts witty and educational, it spoke TikTok with the fluency of a native (no cap.) This approach was so successful, it’s now used to inform Church & Dwight’s broader Consumer Relations strategy as well. Because condoms remain a regulated medical device, teams must monitor for adverse events reported on social media. However, just because marketing requires an extra layer of diligence doesn’t mean Trojan ever has to sound off-brand. Over time, we’ve infused Trojan’s TikTok tone of voice across all social responses, further solidifying a cohesive, omnichannel approach.
Agility has been key to our success on Tiktok. No matter what time of day it is, our crew of community managers has its ears to the ground for opportunities to jump in. The team’s quick execution on relevant content has built quite the “brandom” with fans (aka fandom for the brand). Again and again, Trojan rises to the top of comment sections, generating tons of love and new followers. By catching videos at the beginning of their journey to virality, we get comments in front of hundreds of thousands of TikTok users who now see Trojan as another one of their mutuals.
Our organic content strategy, along with our search-and-response style of community management, has driven incredible results for Trojan Condoms. With a goal of broadening appeal and engagement among Gen Z and Millennial audiences on TikTok, the personalized conversations at the heart of our strategy have built a community of 603K followers. Today, Trojan is the #1 Sexual Health brand on the platform, consistently holding an engagement rate of 10% above the industry benchmark of 3-9%, with hundreds of thousands of organic comments.
But the numbers don’t tell the full story. Our team of community managers have had countless conversations with people across the platform that reflect true brand fandom. Those 1:1 connections have paid dividends, resulting in record sales and brand share stolen from competitors. We achieved a level of positive sentiment and brand affinity beyond what we set out to win.
Trojan is now the #1 Sexual Health brand on TikTok:
11M total engagements
10% engagement rate
Bareskin Raw sold out on Amazon less than two hours after the first TikTok was posted
165% increase in organic traffic to the Trojan website (compared to other Trojan product launches)