Using smoke and mirrors
to reveal the truth
MARK1 ALWAYS EVOLVING
Always Evolving
CASE STUDIES
When we discovered that vaping companies were using the same tactics as cigarette companies had in the past, we turned to the modern phenomenon of fake news to get the truth out there.
Always Evolving
CASE STUDIES
When we discovered that vaping companies were using the same tactics as cigarette companies had in the past, we turned to the modern phenomenon of fake news to get the truth out there.
Always Evolving
CASE STUDIES
When we discovered that vaping companies were using the same tactics as cigarette companies had in the past, we turned to the modern phenomenon of fake news to get the truth out there.
40
YEARS OF
HISTORY
946 SA FACEBOOK FANS
For World Anti-Tobacco Month, the Heart and Stroke Foundation asked us to tackle a new, growing epidemic, vaping. We discovered big tobacco companies are implementing identical tactics used by Big Tobacco 50 years ago with a focus on hooking teenagers.
THE MARKETING CHALLENGE
We fought fire with fire and created a “fake” campaign of our own. We implemented the same tactics used globally in fake news campaigns. We created a campaign using what seemed to be sensationalist headlines with outlandish claims of how vaping affects young people. Pure clickbait. In truth, each campaign was rooted in science and studies on the real side effects of vaping.
THE MARKETING SOLUTION
DELIVERED A 12:1 RETURN
THANKS TO THE PR
THIS CAMPAIGN GENERATED
the marketing challenge
For World Anti-Tobacco Month, the Heart and Stroke Foundation asked us to tackle a new, growing epidemic, vaping. We discovered big tobacco companies are implementing identical tactics used by Big Tobacco 50 years ago with a focus on hooking teenagers.
SKILL MIX
the marketing solution
We fought fire with fire and created a “fake” campaign of our own. We implemented the same tactics used globally in fake news campaigns. We created a campaign using what seemed to be sensationalist headlines with outlandish claims of how vaping affects young people. Pure clickbait. In truth, each campaign was rooted in science and studies on the real side effects of vaping.
DELIVERED A 12:1 RETURN
THANKS TO THE PR
THIS CAMPAIGN GENERATED
RESULTS
CAMPAIGN BUDGET:
R250,000
Impressions:
23,500,000
4 x KPI
22 139 967 digital
CPM:
R9.03
3 x Industry
Benchmark
Site Visits:
312,825
PR ROI:
12:1
CTR:
1.66%
6 x Industry
Benchmark
We expanded the danger of smoking awareness campaign by focussing on vaping, one of the biggest scientific experiments driven by fake news proclaiming that it is safe.
WHAT WE DID
40
946 SA FACEBOOK FANS
YEARS OF HISTORY
For World Anti-Tobacco Month, the Heart and Stroke Foundation asked us to tackle a new, growing epidemic, vaping. We discovered big tobacco companies are implementing identical tactics used by Big Tobacco 50 years ago with a focus on hooking teenagers.
THE MARKETING CHALLENGE
We fought fire with fire and created a “fake” campaign of our own. We implemented the same tactics used globally in fake news campaigns. We created a campaign using what seemed to be sensationalist headlines with outlandish claims of how vaping affects young people. Pure clickbait. In truth, each campaign was rooted in science and studies on the real side effects of vaping.
DELIVERED A 12:1 RETURN,
THANKS TO THE PR
THIS CAMPAIGN GENERATED
THE MARKETING SOLUTION
SKILL MIX