Categories Name : Channel/Media Strategy

Sub-Category : Most Effective Chatbot Solution

Entry Name (Campaign) : Quitting is winning with Nico

Results

The campaign's objective was to raise awareness of Nicotex's "12 Week Nicotine Replacement Therapy" and "How to Use" segments. The problem was locating smokers with little online presence, which Nicotex solved with their "Nico" platform. This was commemorated in May 2022 on World No Tobacco Day, with adhered towards on people aged 25 to 44. Because mobile devices accounted for 95% of traffic in previous campaigns, the interactive chatbot was built with mobile in mind. The chatbot's tone was kept friendly and warm to make the seemingly lonely journey to quitting smoking easier and more doable. The unique strategy was demonstrated in a film about young adults who smoke and how one of them decides to quit, as well as how Nico, a friendly chatbot, functions in this context. The campaign's strategy included sports, smoking, alcohol, and parties. Total 100.7 million impressions and 33.55 million engagements in total. 14.8 million Users were reached, which was 2X expected number, and 568 thousand clicks were obtained, which was 4X the expected number, as well as 635 thousand completed views for the film. According to the GA report, the campaign attracted 204K visitors, with 88.79% of them being new users. The visitor-to-chatbot user ratio was 0.69%, which was twice the industry average, and 60% of users went through the entire chatbot flow. Total 33.7K messages sent and received, with a 2 minute and 30 second average interaction time.