VELO launch was the first nicotine-pouch product to launch in Indonesia, as well as and the first 100% digital launch within the cigarette industry.
We divided our digital-led execution into four parts:
- AWARENESS. To build anticipation, we launched the hashtag #VELOsofi on social media without mentioning VELO. #VELOsofi challenged people to try new things and be unconventional, mirroring VELO’s brand personality. As curiosity peaked, we translated VELO‘’s brand message into the campaign #LanjutTerus—highlighting its USP of providing a nicotine kick anytime, anywhere, and without interruption.
- EDUCATE. To comply with the strict rules around cigarette marketing, we used “POP, SET, GO!”* to educate the market about the steps of consuming VELO. (Pop – opening a VELO’s can, Set – put the pouch in your mouth, Go – keep going)
- DRIVE TRIALS. We split the channels by persona and came up with hundreds of creative visuals. Utilising paid ads, we conducted A/B testing to test for which creative and channel were the most effective for each persona.
- PURCHASE. Based on each persona’s response to our ads, we drove them to the webstore or eCommerce platform and used CRM tools to nurture leads with follow-up emails.
All marketing communications were fully –digital—including mobile. The five VELO personas, which consisted of early adopters and trendsetters, were mobile-first consumers. The entire campaign was fully-optimised for mobile including designing thumb-stopping creatives and ensuring all landing pages were mobile-friendly.
By leveraging on the capabilities of ADA’s XACT DMP, we also hyper-personalized VELO’s collaterals to better fit the different audiences.
That targeted strategy – based on consumers’ real-life mobile behaviours and content consumption patterns – minimised conversion cost per consumer and. It ensured they were served the right content at the optimal time.