Heated Tobacco (HT) is a fast-growing category, offering adult cigarette smokers a reduced risk alternative to enjoy nicotine.
For those that completed IMB’s trial of this new product the retention rates from pilot activity was lower than anticipated and it was taking too long to change the smoking behaviour to adopt HT - so there was room for improvement.
Our solution was to create a unique wraparound customer experience by developing a retention programme that creates a customer relationship like no other in the sector.
An immersive experience rooted in the desired brand space of belonging and conviviality driven by the 5 C’s of Community, Care, Communication, Content & Commerce. Utilising social channels as a key proponent of the programme would help support adoption and reduce attrition.