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NiQuitin

About

Over-the-counter nicotine replacement medication for smokers wishing to quit

Primary Objective

Support TV advertising to stimulate sales

Solution

Took 10% of TV media budget and applied it to an online marketing campaign

Duffy Agency > Cases > NiQuitin

Overview

Grow sales with the 10% solution  to omni-channel promotion

GSK had been using the same TV promotion strategy to promote its NiQuitin product with diminishing returns. Duffy Agency suggested an experiment to introduce online activity in their promotion without increasing campaign cost.

We proposed the 10% solution. NiQuitin provided us with 10% of the TV media spend. With that budget, we were able to conduct research into the target and their online habits, then utilize those insights to develop ten different digital assets to attract and engage smokers.

The experiment was run using Sweden as a test market. Each component of our online marketing campaign was based on a target insight and was monitored and measured. The results were so dramatic that we repeated the experiment to be sure and the results were replicated.

Take-away

Online activation can dramatically increase the effectiveness of traditional TV advertising campaigns.
Online activation with no special offer can still dramatically increase sales.
The positive effects of online activation tend to be sustained longer than the effects of TV advertising alone.
Buzz monitoring is an effective way to complement on-site analytics to get a more complete view of campaign impact.
Online buzz tends to build over time. We call it the runway effect. It takes a while to get off the ground, but once it is airborne, it can take off on its own.
Traditional media campaigns can be tuned off and on. A brand’s social presence, however, cannot. Social activity can be heightened during campaign periods, but has to be maintained at reasonable levels between campaign periods to work optimally.
Traditional banner ads work poorly (although dynamic banner ads can be very effective).

Countries

Scope

Strategic Consulting
Digital Creative
Online Management
Training

Tactics

First we researched smokers to understand what they were going through

Then we developed digital tools to help them quit as part of our campaign

Impact

1600% (17X)

increase in web traffic

> 90%

of traffic from new visitors

80%

of web traffic from dynamic banner ads

SITE TRAFFIC

remained elevated after campaign

BUZZ

surpassed competitors after starting
from zero

Result

Sales doubled with our online activation compared to running TV alone

This campaign provided conclusive evidence that our 10% solution (using 10% of the main media budget for online activation) dramatically improved sales results.