Summary
Quit smoking with your friend Nico!!! A first-of-its-kind personal user interface that will guide you to end your struggle with smoking. A friendly chat-bot that will be a one-stop shop for enabling a smoker to quit smoking, which is usually a lonely journey in a user's life, by being present to answer all their questions about dosage, cravings, how to use, and how to stay motivated throughout this difficult path of quitting.
Challenge
The primary objective of the campaign was to generate awareness about Nico, an interactive chatbot who would be the supportive partner on the challenging journey of quitting smoking, overcoming hurdles presented by peers and creating a sense of companionship and empowerment. The campaign sought to address Nicotex's overarching challenge of bridging the awareness-to-trial gap. Ultimately, the campaign aimed to strengthen Nicotex's position as the preferred brand for smokers seeking to quit, facilitating positive life transformations and solidifying its reputation as industry leader in smoking cessation.
Objective
Nicotex, the market leader in the smoking cessation category, always struggled to retain users in terms of repeat purchases. After researching and surveying users we found it was totally because of lack of awareness of the technique/methodology in which the product is supposed to consume. Users were not simply aware of "12-week Nicotine Replacement therapy" and "How to Use" part. Also finding a smoker on digital with a limited digital footprint was always a challenge faced by the brand.
Strategy
Brand Insight & primary survey suggested that more than 60% of the smokers start smoking while they are young and in many cases influenced by looking at their colleagues/friends. The brand film focussed on a group of friends who are playing cricket which also resonated with our insight that our TG was indexed towards Sports as an interest and helped create relevancy, also the film mentions that they started smoking together at an early age but only one of them walks the difficult & lonely path of quitting smoking. The focussed TG was Male 25- 44 with the TG behaviour heavily indexed towards Sports (1.45X), News (1.65X) & Entertainment (1.55X) as per a Global Web Index insight. The research also stated that the TG were influenced by content consumption (1.37X), changed their habit as someone whom they follow has endorsed it (2.1X), and researched before purchasing behaviour (1.39X). The media strategy then became to capture audiences through surrogate interest targeting, which led us to create 4 major cohorts for the campaign namely Sports, Smokers, Alcohols & Party and News. A ComScore insight gave us the top media vehicles. We identified platform with high% Reach and high% Affinity in our TG – Times of India, NDTV, Cricbuzz, CricInfo were few of the top publishers in the list. Influencers like Dinesh Karthik, Shivoham, Vishal Dadlani, Aditi Surana & Mickey Mehta were roped in to launch the Nico chatbot. Content articles in English & Hindi around the launch of Nico and its uses went live on Times of India, TOI reposted the Influencer videos on their own social media platforms giving us extra reach over and above the influencer's followers. Remarketing became an important leg for this campaign as it helped build frequency and ad recall for the film.
Data
Nicotex identified the problem quickly and decided to launch an interactive platform for the users, where they can come up with any queries related to smoking or quitting smoking and can find an easy solution to the same. To make this even grand the interactive platform named "Nico" was launched on World No Tobacco Day which was celebrated across the globe on 31st May 2022. This was the first year of the campaign where we launched Nico chatbot & with a communication which focussed on how Nico can be helpful in your quitting smoking journey, the campaign achieved exceptional performance in terms of primary KPI planned to drive clicks on the website and achieved 2X the engagement on chatbot as compared to the benchmark.
Solution
Results
Nicotex always had a market share of more than 90% and is a market leader in the smoking cessation category, but has always struggled to retain users in terms of repeat purchases/avg. time spent on website (~ 50 sec) and traffic. By launching a totally new service which is the interactive chatbot, we were benchmarking the results against the industry standards. Achieved 100.7 MN impressions from the campaign and 33.55 MN engagement on the video. The campaign reached to 14.8 MN users across our Target Audience which was 2X the planned reach. The campaign achieved total 568K clicks which was 4X the planned clicks. Achieved total 635K completed views for the film. The campaign received 204K visitors form the campaign of which 88.79% of the users were new user as per the Google Analytics report. The visitor to chatbot user ratio was 0.69% which is 2X the industry benchmarks and 60% of the user completed the entire chatbot flow. Total 33.7k messages were exchanged with an avg. chatbot interaction time of 2 min 30 sec. We collected to close 1.8K first party user data from the campaign which can be re-marketed for our future campaigns.
