Lead strategic thinking that underpinned cross platform campaigns for the only growing cigarette brand in the world from 2020 to 2022. NGNM’s distinct lens on category wide consumer data, resulted in the discovery of a previously unrecognized core customer sect and most successful campaigns the brand has ever seen.
Brand and product strategy, user experience design, social media planning, and targeted media campaign strategy.
By recognizing a different consumer than previously identified, we were able to design a location specific campaign that focused on motifs that more effectively reflected the brand propositions of this audience. Creating user flows that allowed for painless brand engagements increased owned site interaction by 400% over any previous campaigns.
Additionally, based on premium product purchase insight, we proposed a separation of product suites between the original tobacco blends and the newer USDA certified organic products. The parent organization was considering reducing the price point across all SKUs and instead agreed we would separate and rebrand, increasing the price of the organic product suite.