Winner: Weber Shandwick & GSK - What's Your Why? Campaign
When it comes to quitting smoking, it’s easy to talk about it, but making the commitment? Statistics show that while half of smokers want to quit, more than 40 million Americans continue the habit. Every single smoker has a reason to quit, so Nicorette and NicoDerm CQ provided the platform to hear each and every one of them.
Weber Shandwick and Nicorette manufacturer GSK teamed up for the “What’s Your Why?” campaign, which put quitters’ goals front and center, focusing on what the future holds when they succeed. To harness the emotional connection to quitting smoking and ignite its social community, GSK launched the What’s Your Why? Facebook Sweepstakes.
The sweepstakes encouraged smokers and aspirant quitters to share their “why,” offering an incentive to examine their personal reasons for quitting. Consumers could enter once a day for a chance to win a coupon code, Amazon or Amex gift card. Upon entering, participants provided full name, date of birth, email address, option to opt into the Smoker’s eCRM program, reason for quitting and quit date.
The brand forged emotional connections with quitters cross-platform through carefully crafted social messages and warm, evocative imagery. Ultimately the campaign drove brand engagement online by more than doubling the size of Nicorette’s Facebook page, a 115% increase in fans and a 33% increase for Nicorette and NicoDerm CQ’s combined Twitter following, and over 74,000 “why” stories shared.
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