In Turkey, one in three couples is using condoms. Although condoms are being used, the withdrawal method is considered the most common form of birth control. A possible result of using this method could explain the high rate of accidental pregnancies. The induced abortion rate in Turkey is also very high, with one in ten pregnancies aborted.
To help increase condom use throughout Turkey, DKT International, a social marketing enterprise, leveraged the high use of the Internet to build a premium condom brand Fiesta. Fiesta achieved strong recognition among its target audience by utilizing a range of digital platforms. At the same time, a less inexpensive condom was launched but with no digital advertising. Fiesta recorded 4.3 million condoms sold in the first 18 months, with Kiss only selling 2.6 million.
The main elements used in the campaign were the website, Facebook page, and Google AdWords. A supporting role in promotion was utilized by blogging, video uploads, and viral marketing. From this research, it is shown that the Internet played a significant role in achieving results for the condom brand Fiesta. The use of the internet allowed for sensitive issues to be discussed, which could not likely happen in public. Google Analytics showed that from February 2009 through August 2010, the Fiesta website received more than 315,000 visits, with 90 percent of visits being new. After television spots, the Fiesta website also saw increased traffic on their website. 350,000 Fiesta condoms were sold online, which is a much higher sales percentage than in typical social marketing programs for condoms. Each month, Fiesta condoms outsold Kiss.
By understanding the importance of social media in a campaign like this, it is hard to debate that the use of media did not help increase sales. With a website filled with sex information, it is easier to reach the public on these health concerns. Since new innovations in technology are constantly on the rise, family planning organizations should consider the importance of incorporating these available technologies into their educational outreach and campaigns.
Christopher H Purdy, Using the Internet and social media to promote condom use in Turkey. Journal of Broadcasting and Electronic Media, Volume 19, 2011 – Issue 37, pp. 157-165, 2011.