NICOTINELL
About NICOTINELL
The work made for NICOTINELL runs to 1 verified project since 2022 — mostly PositioningStrategy.
Trending project
NICOTINELL projects with the most verified people and teams
Inside the NICOTINELL network
The people, teams, and projects that make up the NICOTINELL network
Featured project
Real People Make A Difference
THE TASK Native SUMMARY Everyone knows that smoking is unhealthy. Still, it is difficult to get rid of cigarettes - and even more difficult if you are greeted by a raised index finger. So unconventional means and a good deal of courage were needed when Nicotinell set out to create more smoking cessation. The bar was set high from the beginning It is not easy to create communication that makes people change their behavior. It is also not easy to get men aged 35-55 with craftsman jobs or hobbies to give up cigarettes. With this starting point, we at Mediacom raised the strategic bar a notch. Because if you can get a group of hardcore smokers from a motorcycle club to stop, you can probably get EVERYONE to stop. It was the setting for 'De Fedtede Fingre': An original reality series about a real community around raw manhood, the free life - and smokes. Related reality series and strong native campaign De Fettede Fingers' struggle to quit smoking with the help of willpower and Nicotinell products - and to spend the saved kroner on a lathe - turned into four digital episodes of 7-10 minutes duration. They were exposed on Biites.com, where they were also available as a clipped documentary of 32 minutes. The reality series received massive support from banners with trailers and a native campaign in BT, where Facebook posts together with four well-written articles supplemented the video episodes and gave concrete tips on how to stick to smoking cessation. Exposure and impact far above average The good story, real people and classic features from the reality genre such as heroes, villains and big emotions made the oily fingers' smoking cessation entertaining and involving content. The goal was to reach smokers who probably wanted to quit, but who found it difficult - and to increase brand awareness for Nicotinell's products by getting the target group to spend time watching the series. And with more than 77,000 playbacks of the series' content, an average view time of up to 11 minutes and a view through rate of up to 94%, the main KPI was fulfilled beyond all expectations. It pays to be brave and have something on your mind The reality genre was quite a leap for a brand like Nicotinell, which comes from the highly regulated medico industry. But the combination of captivating narrative and the choice of the right digital platforms gave a bonus. 79% of Biites.com viewers were men aged 25-55, who overall spent a good amount of time on the content. It also resulted in 98,000 readings of the articles on BT, an average reading time of over 2 minutes and a click-through rate of 0.70% against the normal 0.30%. And in the motorcycle club De Fedtede Fingre, one of the main characters became completely smoke-free. Most of the others cut down heavily on smoking - and a new lathe was available. Credits: https://www.mediacom.com/dk