AWARDS: This campaign won a Bronze ADDY (American Advertising Awards), and was a top-ten finalist for the national OBIE Awards(award for the most creative and effective campaigns in the out-of -home advertising industry awards.
My team and I developed a strategic campaign to create awareness of vaping among mainstream audiences as an alternative to smoking, and to establish the Mt Baker Vapor brand as the go-to resource for making the switch. This online retailer offered everything from starter kit hardware to an assortment of juices and other accessories for people who are serious about a lifestyle change but do not identify with “vape culture” as seen in many retail outlets.
The campaign used targeted media spends in major US cities with diverse tactics such as Outdoor, Direct Mail testing, Programmatic and other Digital Media advertising, Influencer Programs, and a custom Landing Page to keep the messaging intact and the experience of the consumer unified and intuitive throughout.
OOH Campaign
Additional Boards in series
Direct Mail Campaign
Using a targeted mailing list, and true A/B testing for responsiveness (including vanity URLs and custom offers) 4 different test options were created for learning more about new customer preferences, as shown below.
Digital Media
Targeted programmatic, display and social advertising were utilized to reach an even larger audience, again using unique URLs. The first 3 of the 6 “flavors” were rolled out for the first phase of the campaign. (The remaining 3 will be used to refresh non-tested creative in market in approximately 2-3 months).
Campaign Landing Page
Working with UX, we created a demo for the campaign-specific landing page that guided new users through the process of getting started with vaping as an alternative to cigarettes. The page tied in all visual elements, voice and tone from the campaign, and allowed novice Vapers to choose the juice strength and flavor, and hardware options right for them from simple step by step prompts on the page, delivering them to cart for their first purchase.
