smoking cessation 2010 [beta]

a preventable epidemic

• “[Cigarette] smoking is the most preventable cause ofpremature death in our society.” [cancer.org]

• Tobacco use is responsible for nearly 1 in 5 deaths in theUnited States [cancer.org]

• The economic impact on the country is enormous. Forexample, the CDC has estimated that the annual UShealth costs incurred from tobacco-related illnesses wasover $50 billion. [CorpWatch]

and a significant business opportunity

• The global market for nicotine replacement therapy (NRT)products increased from an estimated $725 million in 1998to over $3bn in 2008 [World Bank, ReportLinker]

the brief

sample client

• GlaxoSmithKline markets several NRT products– NicoDerm CQ– Nicorette– Commit Lozenge

• Its products are sold over the counter withoutprescription -- primarily at groceries, pharmacies, andconveinence stores

– Wal-Mart, Walgreens, Target, CVS, Duane Reade, etc.

• GSK competes with alternative NRT products includinggenerics, OTC brands, Rx drugs, and substitutes (e.g.cigarettes, will power, etc)

the assignment

• The Goal– Develop a marketing solution that increases sales on a profitable basis– The ideas should be centered around digital and scale across additional

mediums– The solution shoud be able to live beyond a campaign, evolve, and scale over

time. Think Nike+, eco:Drive, not Whopper Sacrifice

• Budget– $8MM net including web development, ad unit development, and online

media.

• Timing– Campaign should run throughout 2010 with a potential focus on the

The Great American Smokeout

• Key Metrics– Our goal is to build a working model that measures online and offline sales

and LTV relative to online and offline investment. The best way to do this isto bring in an experienced regression analyst to work on the project.

– Relevant variables include reach, frequency, engagement, awareness,preference, purchase intent, sales, and return on marketing objectives.

primary target audience

• About 1/5 of Americans are smokers– Approximately 43MM+ Americans are amokers [CDC].– 77% of American smokers have at least one cigarette a day.– Relatively even gender split online [@plan Summer 2008]– An estimated 13.4 million Americans stopped quitting for at least a

day during the preceding 12 months because they were trying toquit. [CDC}

• Most smokers that want to quit– 90% are aware that smoking is very unhealthy– 70% say they want to quit– 40% try to quit each year– only 4% to 7% succeed [NATC]

digital strategy

The power of self-tracking is profound.

[W]e can set up positive feedback loops: Wekeep track of something, see how the datamatches up with what we'd like to havehappen, and then use that knowledge tomodify our actions.

-- Mark McLusky, Wired July 2009

“

1. create the QuitNowTM service.

• Create a basic, user-friendly, and free service,QuitNowTM that enables subscribers to easily track theirquitting progress.

• The service should enable subscribers the ability to:– Quit immediately or set a date for the near future– Invite friends to participate and quit in tandem– Receive prompts via SMS and/or email multiple times a

day to see if they have smoked a cigarette– Keep their friends and family updated on their progress -

- subscribers should be able to easily updates friendsthrough social media updates stresms (e.g. Facebook,Twitter)

– Buy smoking cessation aids (e.g. NicoDerm, Nicorette,Commit Lozenge)

– Discuss the pros and cons of the products

• GSK should license or partner with third-partycontent provider to boost the credibility of theQuitNowTM service

Qu tnow

Subscribers should be able to update andacces QuitNowTM across relevant, popularservices and platforms

2. turn QuitNowTM into a platform via an API.

• Build an API so that third-party developers can buildadditional services on top of GSK’s QuitNowTM platform.

– smokefreedaters.com– imquittingfor.com– etc.

• Enable publishers and third-parties to integrateQuitNowTM

serviceinto the fabric of their sites– (e.g. About.com, HealthCentral, etc.)

• Make sure QuitNowTM integrates with the primary digitalcalendar standards and protocols (e.g. Google Calendar,iCal, Outlook, Lotus Notes)

Qu tnow

3. enable customers to receive direct shipments.

• Build a true direct-to-consumer continuity servicethat fully integrates with the QuitNow platform.

– Proactiv, Nutrisystem, and many others have thrivedby marketing through this method

• Maximize conversion by offering free trials with avalid credit card submission

– Consider offering a money-back guarantee• For example, Proactiv offers a 60-Day Money

Back Guarantee

• By including an ecommerce functionality to GSK’sdigital presence, we can take advantage of theconsumer’s buyers impulse as well as better optimizeour marketing. By selling a service, GSK can alsoafford to spend more on media (as it now has a sure-fire way to recover its costs).

The price points and day-length arecompletely arbitrary and certainly subjectto change.

4. tie into a larger initiative.

• Maximize potential impact by launching thecontest in coordination with a largeronline/offline initiative (e.g.America CancerSociety’s The Great American Smokeout)

Larger events naturally extend to incremental PR-initiatives, product placement opportunities, and more)

5. create a contest between key influencers.

• Partner with celebrities and well-known bloggersthat smoke cigarettes to create a contest to see whocan quit smoking for 90 days.

– Influencers will commit to publicly updating theirprogress and their experiences

• The prize should be relevant and compelling.– For example, GSK could donate a significant PR-worthy

sum of money to a credible charity that is researchinga cure for lung cancer.

Contests with celebrities and bloggers generatevaluable, credible in-bound links and PR attention.

6. extend contest to general public.

• Enable consumers to join in and invite theirfriends to chip in to the contest if the customerkeeps his promise.

• This raises the stakes for quitting, co-opts acustomer’s friends into helping the smokerquit and reinforces the value of quitting.

7. leverage the long-tail of retail.

• Whenever possible, partner with onlineand offline retail stores that sell tobaccoproducts and smoking cessationproducts

8. partner with would-be allies.

• National and state anti-tobaccoagencies through out the country

– e.g. National Alliance for TobaccoCessation

– American Cancer Society– The Truth Campaign– Florida Department of Health

• Doctors and Health Clinics– e.g. Minute Clinic, Take Care Clinic,

etc.

9. buy media to promote the contest and platform.

• Buy media to help ignite WOM and tomaximize profitable sales.

• Please visit the media plan sectionfor more information on executionalconsiderations.

10. maximize targeted awareness.

• Use YieldManager or comparable ad server technologiesthat enable dynamic bidding and free retargeting.

• Deploy 1x1 retargeting pixels within banner ads deployedin endemic content, relevant GSK homepages, and relevantGSK landing pages

– Embed pixel within banner ads placed in smoking-cessationscontent

– Place pixel on all of GSK’s smoking cessation homepages– Barter pixel swaps with potential allies (e.g. Truth Campaign)– Buy retargeting rights from third-party exhcanges like BlueKai

• Buy advertising inventory from remnant sales vendors(e.g. exchanges and directly through performancedevisions of publishers).

11. analyze, learn what works

• Use regression analysis to understand results permedium

– It’s critical that GSK and its media agency cross-referenceoffline retail sales by nine-digit zipcodes (3-6 households)against media spending.

• Imperatives for GSK– Provide media agency with sales data backing the past 5

years per 9-digit zipcode.– Provide media agency with real-time sales data per 9-digit

zipcode

• Imperatives for Media Agency– Track media spending per 9-digit zipcode across all mediums

(e.g. TV, print, OOH, etc) and specific online placements(when available)

11. analyze (continued)

• Maximize Online Learnings– In addition to analyzing the campaign

through regression analysis, GSK shouldanalyze its digital conversion efforts.

– Track on a placement level the reach,frequency, CTR, CPC, CPA, LTV on aplacement-by-placement level

12. optimize on both online and offline sales.

• Use the data to tweak the campaign to maximize whatworks.

• There will surely be additional variables and ideas to testbut it’s critical that the campaign works more efficientlyafter the first wave.

• Optimize the campaign based on the cost to generate a freeonline subscriber, paid online subscriber, and offlinebuyer.

the media plan

connections map

paid search

endemic

bloggers

run of network

social media

the app

the contest

core site

Qu tnow

Qu tnow online and offline retail sales

Qu t

Contest

search

Google generates approximately200-300 clicks a day on searches for“quit smoking” at a CPC of $3-$4.50.

• Approach– Reach hand raisers when they are

actively looking for informationabout quitting cigarettes.

• Sample Partners– Google.com– Bing (Microsoft)– Yahoo!– Ask.com

• Selection Criteria– Reach, scale, pricing,

performance

• Executional Notes– Not much scale here– Might be cost-prohibitive -- test to

see if it converts.

endemic (smoking cessation information centers)

• Approach– Reach consumers when they’re already

looking for information about quittingtobacco

• Sample Partners– About.com Health– HealthCentral– Kosmix– QuitNet– WebMD.com– Yahoo! Health

• Selection Criteria– Reach, scale, credibility, pricing, and

flexiblity on page architecture and adformats

• Executional Notes– Try to own smoking cessation content

and embed QuitNow within the contextof the sites we partner with.

– Buy on a CPM basis for existing smokingcessation traffic and on a CPV basis forROS traffic.

Traffic on endemic content for this category is very limited.

Anticipate CPMs of $10-$30 andEndemic Center CPVs of $0.50-$2.50

bloggers

• Approach– Work with celebrities and bloggers– Consider partnering with blog platform to

extend the contest to the native bloggingcommunities

• Potential Partners– blogads.com– PerezHilton.com– Federated Mdeia– tumblr.com– WordPress

• Selection Criteria– Collaboration flexibility, scale, price

• Executional Notes– It’s critical to get the tone right on this. It

has to be and feel like an authenticcommitment to the cause and the bloggingcommunities.

It’s preferable to engage bloggers on a PR basis. Sometimesthis will involve simply providing free product, other timesit will involve sponosring the site. Traditional banner adsmay or may not be part of this program.

Cost TBD

run of network

• Approach– Blanket the internet with banners that

encourage smokers to quit smoking.

• Potential Partners– AOL, Facebook, Fox Interactive Media,

Google, MSN, Yahoo!

• Selection Criteria– Scale, realtime dynamic bidding, price,

performance, invenotry size

• Executional Notes– Buy remanant inventory in safe, well-lit

locations– Dynamically track the various variables

per impression served to learn whichaudience datapoints lead to conversionsand sales

– Whenever possible, keep users withintheir native site their clicking from (e.g.If a user clicks on an ad on Facebook,we’d like to first try to persuade theuser to signup for QuitNow viaFacebook)

Expect CPMs between $0.05-$0.25 for 728x90s and 120x600s and upto $5.00 Net for 425x600s

retargeting

• Approach– Leverage retargeting to maximize

awareness and capture incrementalsales

• Potential Partners– AOL, Facebook, Fox Interactive Media,

Google, MSN, Yahoo!

• Selection Criteria– Scale, realtime dynamic bidding, price,

performance, invenotry size

• Executional Notes– The cookie pool will probably be limited

depending on the scale of the campaign– Consider buying data to expand

cookiepool access

Retargeting usually converts significantly better than blindtargeting. CTR is often similar or less than that of retargeting

(depends, in part on the origin of the retargeting data).

Expect CPMs between $0.05-$0.25 for 728x90s and 120x600sand up to $5.00 Net for 425x600s

site selection criteria

• Reach against critical audience segments

• Provide opportunities to market SBUX in an innovative and integrated fashion

• Ability to enable granular targeting

• Level of clutter

• Quality and relevance of publisher’s content

• Strength and relevance of publisher’s brand

• Flexibility and agility to implement quickly

• Pricing

noahrobinson.wordpress.com

questions/feedback