Launching A Market Leading Product With An Integrated Plan Centred Around Trial And Occasion
Establish MyBlu as the category leader in a hyper-competitive market and introduce 30k consumers into the brand ecosystem.
A 24-month always-on targeted activation strategy rooted in consumer insight: vapers love talking about vaping. Our approach was to convert a core audience by engaging at cultural occasions when vaping is permitted and when the audience were open to conversation, and manifested in a comprehensive event plan with stand out creative executions, mapped against defined targets for each touchpoint.
Ranging from music festivals and sporting event partnerships, to city centre experiential activity, street teams, pop up shops, internal events and retail activations, every aspect and interaction was designed to hit the campaign objectives. Activations were designed to connect through culture, with influencers, DJs, sommeliers and fashion designers offering consumers a positive brand experience that also incorporated guided trial, data-capture and sales.We developed a modular and flexible kit of assets that could be used across the portfolio of events.