Case Study: Driving Magnum-Sized Organic Engagement for Aphaw Condoms

In Myanmar's evolving digital landscape, brands often believe the only way to win is to pay. At Blink, we proved that for Aphaw Condoms, creativity and cultural currency could be far more powerful.

The Challenge: Defending the Top Spot

Aphaw Condoms, a vital brand launched by the healthcare NGO PSI/Myanmar, had long held the title of the #1 condom brand in the country. However, a wave of new competitors threatened its leadership. Our challenge was to solidify Aphaw's top-tier status and deepen its connection with the audience on Facebook, Myanmar's most dominant social platform.

Our strategic choice was bold: we would move against the grain, focusing on purely organic engagement and aiming for viral success without a significant media spend.

The Insight: Make the Brand Part of the Conversation

In a category that often defaults to serious, clinical messaging, we saw an opportunity to connect with the audience on a more human level: through humor. Our insight was that to earn authentic engagement, Aphaw couldn't just be a brand; it needed to be a personality.

Our strategy was to leverage moments of collective fun—specifically April Fools' Day—to create content so outrageous and shareable that it would travel on its own merit.

The Execution: The Art of the Viral Prank

This wasn't our first attempt. In 2018, our April Fools' prank for Aphaw's fictional "Spicy Xiang Guo" flavored condoms was a massive hit, earning mentions on Yangon's top radio stations and proving the power of a good joke.

For April Fools' Day 2019, we doubled down. We created a fake ad for an even more audacious product: adorable, cat-shaped Condoms." The playful visuals were designed to stop the scroll, while the post's text delivered the punchline, reminding our followers, "You shouldn’t believe what you see on Facebook!" This added a clever layer of media literacy to the prank.