Summary
Quit Karona' - The campaign by Nicotex with an aim to create awareness about smoking harms was launched at the time when health was given the highest priority. The aim was to target relevant audience and capture their attention by choosing the right platforms and more people reconsider their smoking habits, urging them to switch to Nicotex for an easier way to quit
Challenge
1. While all the brands were facing a brunt for being too pushy during pandemic, Nicotex wanted to create an awareness that smokers are more prone to Covid and also create consideration for the brand. 2. We also faced a major challenge with Google platform since the ads were disapproved due to the smoking category the brand fell under. 3. The main challenge here was identifying platforms and cohorts to chase the niche audience
Objective
The campaign objective was to create awareness that smokers are more prone to Coronavirus than the non smokers in order to drive consideration without being too pushy.
Strategy
Since smoking as a category is not readily available to target, we had identify the closest cohorts. GWI and and multiple CAT reports helped us identify the closest cohorts that helped us identify that our audience fell under the following interest categories- Cricket lovers, Political news readers, heavy social media users, researchers. A tailor made platform mix was shortlisted basis the audience cohorts we were to chase. We used ESPN Cricinfo, where the male audience is present and engaged to consume sports content. Facebook Brand Lift Study (BLS) was used to measure the effectiveness of campaign. 4 articles were rolled out in The Hindu, TOI, India Today & Economic Times. It spoke about how it is important to quit smoking. On Digital OTT (Hotstar), we targeted users who have seen IPL Hotstar.
Data
WHO announced that smokers were more vulnerable to COVID-19. A detailed GWI study helped us identify that our TG was indexed towards sports (133+), political news (118+), Cricket (138+). We also saw searches on the lines of 'quit smoking', 'how do I quit' etc
Solution
The campaign message - 'Quit Karona' proved to be a wonderful implementation of what is coined as 'Moment Marketing'. We built a correlation between COVID 19 and smoking in order to leverage the current situation for Brand placement. The brand was also particular about creating relatable and engaging content to be suitably consumed on mobile devices while taking a note of the limited attention span the average viewer in the current day. We also used sharper targeting on Social Media.
Results
We were able to achieve the 100% impression share on brand, 91% on generic and 95% on competition campaigns on Google Search which is the highest intent platform. Catching the Male TG's attention on Live Cricket thereby achieving a completion rate, which is almost 2X more, as compared to platform benchmark. BLS helped us identify where we stand as a brand as well as how our campaigns have benefitted our market position.
