Quitting cigarettes isn't just physically difficult; it's also full of emotional, social, and psychological barriers. GSK wanted to differentiate itself from competitors, so it created the MyQuit mobile campaign to help smokers navigate the ups and downs of quitting.
Objective and Context:
It often takes nine or more attempts before a smoker successfully quits. As quitters move through their quit journey, they need meaningful and timely support from ex-smokers who’ve traveled down this road.
Looking at other apps and quit programs in the market, GSK recognized an opportunity for its program to be accessible, aligned to lifestyle, and emotionally resonant. GSK wanted to support quitters and prevent them from relapsing. GSK’s goals were to:
Of the roughly 42 million adult smokers in America, 68 percent intend to quit smoking in the coming 12 months. This is the target audience: the “Interested Quitter.” These regular smokers, who, on average, smoked for over two decades, feel that smoking has taken control of their lives, and they want that control back.
To meet the campaign objectives, GSK created a behavior modification program called MyQuit, which included a dynamic eCRM program, a real-time tracking app, and video testimonials from ex-smokers. To turn loss into empowerment, GSK distilled the story of a former smoker into a universal rallying cry, with a YouTube takeover that would reach quitters just as their resolve wavered and they returned to work after the New Year. The goal was to get users to sign up for GSK’s personalized MyQuit program and engage them further with a series of ex-smoker stories, in addition to giving them the tools to succeed in the form of a real-time app.
The YouTube takeover, along with the associated MyQuit support program, positioned Nicorette/Nicoderm CQ as the partner that not only understood the quit process, but also championed the people committed to quitting. Once consumer trust was built, GSK customized the program based on the target segment. Thus, more people signed up and downloaded the app, which enabled GSK to be an everyday partner on their quit journeys.
Overall Campaign Execution:
GSK offered quitters increased communication in the first week of their quit journeys, the period when cravings were highest and the chance of slipping up was greatest. It also provided a personalized dashboard to help keep users motivated and remind them of their reason for quitting.
Out of a total budget of $1.75 million, mobile represented around 70 percent. The mobile app was the crux of the program, giving users valuable and timely advice inspiring them daily to stay on track. To best support the quitter’s journey, it was important that MyQuit be available at the onset of a craving. That was why the campaign needed to have a mobile-first approach. Consisting of a custom email program that delivered relevant content and motivation on a weekly basis, it ensured that that the quitters were prepared for the quit journey. The mobile app provided daily and on-the-go support with tools and trackers that built self-awareness and gave rewards to provide encouragement.
The execution strategy has evolved since its inception, and new features and adaptations have been added over time to better serve users. Testimonials, new target segments, and additional rewards and trackers have been added to provide a stronger support structure.
With over three million views in 24 hours, the January YouTube masthead brought more than 11,000 quitters to the MyQuit program. Since its launch in December 2015, MyQuit saw nearly 108,000 sign-ups in the first 15 months, with over 50 percent of them completing the program. The average open rate of the emails is 13 percent, which is well above the 7 percent benchmark. A brand lift of 143 percent indicates a positive brand perception toward GSK products and the category.