To increase awareness of Zig-Zag Rolling Paper amongst smokers aged 25 – 34 – an audience amongst which another tobacco accessory brand has a much higher market share and level of awareness.
Music was identified as a content area to align the Zig-Zag brand alongside as it is a key interest area for the target audience. We partnered directly with Universal Music to create a series of videos with La Roux and Catfish & The Bottlemen, ‘Rolling With…’ and a live event. Each video presented viewers with exclusive access to each artist and was activated digitally working with media partners such as NME and Spotify alongside programmatic partners. These partnerships were essential as it allowed us to distribute the content in relevant and targeted environments, allowing us to successfully meet the client’s KPIs
The media campaign reached over 6.7 million users with additional reach being delivered through each of the artists’ social channels. Smokers aged 25-34 spontaneous and aided awareness increased post-campaign exposure. In addition 3,000+ entries for the competition to win tickets to the final gig were received with just 250 pairs of tickets being given away for the exclusive intimate event.