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Winning Ways: Innovative Promotion for BC's QuitNow Services

This campaign addresses the 600,000 tobacco users in BC, with a 14.4% usage rate. The QuitNow Services, active since 1998, aim to help smokers quit, with 3% considering it a top resource. The QuitNow & WIN Contest, engaged those 19 or older, BC residents, daily tobacco users with a support buddy, and an email address. The primary goal was to raise awareness and the secondary goal to aid in quitting. Promotion tactics included contest promoters, Facebook, community detailing, AdWords, paid TV PSAs, Send to a Friend, and Share a Story. Leveraging organic and paid Facebook ads, community detailing, and AdWords, the campaign successfully converted users, with Facebook being a top referral source. The concerted efforts led to over 14,200 individuals participating. Notably, the personal touch through community detailing and interactive engagement like Share a Story played key roles in its success. To continue its impact, ongoing contact with contestants, support buddies, and promoters is crucial.

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Winning Ways: Innovative Promotion for BC's QuitNow Services

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  1. Innovative Promotion for BC’s QuitNow Services Szuan

  2. The BC Context Pop 4.1 Million 600,000 tobacco users 14.4% use rate Comprehensive tobacco control since 1998 QuitNow Services 3% smokers think of QNS as top-of-mind resources

  3. QuitNow & WIN Contest 50 days to plan Go ahead on September 23rd Launched November 24th Announced winners February 20th 500,000 eligible tobacco users in the province 7100 registered 14,200 directly involved

  4. QuitNow & WIN Contest • 19 or older • BC residents • Daily tobacco users • Support buddy • E-mail address • Primary goal to raise awareness of quitline and website (QNS) • Secondary goal to help tobacco users quit

  5. Promoting the Contest • Contest promoters • Facebook • Community detailing • Adwords • Paid TV PSA • Send to a Friend • Share a Story

  6. Contest Promoters Network of promoters Electronic contact Distribution of contest material in communities Continued contact after contest

  7. Facebook • Organic • Paid for ads • One of the top referral sources prior to paid TV PSA • Goal conversion of 10% • $3.81 cost/registration

  8. Community Detailing • Organized at short notice • Hired over 20 university students • 2 weeks before Christmas • Face-to-face distribution of contest material • Medical offices, businesses & random smokers on street • Targeted communities

  9. Ad Words • Monitored closely through Google Analytics • Refined throughout contest • Change ads to make use of performers versus non-performers • Goal conversion of 21.32% • $5.29 per registration

  10. Paid TV PSA 15 second PSA  registrations

  11. Send to a Friend Social networking Viral promotion 440 visits through “send to a friend” Conversion Rate: 45.84%

  12. Share a Story Support Personalized Interactive Growing sense of community

  13. Key to Success Building Relationships with: Contestants Contestants and Support Buddy’s Contest Promoters

  14. The Faces of Winners

  15. Go To: www.quitnow.ca for details

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