NiQuitin – CRM Programme
The brief
NiQuitin offer a collection of smoking cessation products – patches, lozenges and gum – to help smokers quit for good. However, they were facing a problem that smokers would only tend to buy NiQuitin products on the day that they quit, but then wouldn’t buy the subsequent lower-dosage packs over the following weeks to gradually wean themselves off the habit.
The solution
We created a multi-channel CRM campaign, aimed at helping smokers to quit over a ten week period. Using personalised acquisition emails and DM, smokers were invited to set their quit date. In return they received free tailored quitting support, including:
- Pocket Quit Calendar with daily tips and advice
- Poster to chart your progress
- Postcards, emails and SMS support at key points in the quitting process to keep you on track
The campaign generated a high response rate of 5.1%, and won 2006 OTC DM Campaign of the Year as well as being a finalist at the Campaign Digital Awards.