This is a presentation of how a business in the smoking cessation sector could approach digital marketing. Note that this was made completely independently of the imagined client and has no connection to the company in any way, shape, or form. [025]

1. smoking cessation 2010 [beta]

2. a preventable epidemic
• “[Cigarette] smoking is the most preventable cause of
premature death in our society.” [cancer.org]
• Tobacco use is responsible for nearly 1 in 5 deaths in the
United States [cancer.org]
• The economic impact on the country is enormous. For
example, the CDC has estimated that the annual US
health costs incurred from tobacco-related illnesses was
over $50 billion. [CorpWatch]

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

4. the brief

5. sample client
• GlaxoSmithKline markets several NRT products
– NicoDerm CQ
– Nicorette
– Commit Lozenge
• Its products are sold over the counter without
prescription -- primarily at groceries, pharmacies, and
conveinence stores
– Wal-Mart, Walgreens, Target, CVS, Duane Reade, etc.
• GSK competes with alternative NRT products including
generics, OTC brands, Rx drugs, and substitutes (e.g.
cigarettes, will power, etc)

6. 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 is
to 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.

7. 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 to
quit. [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]

8. digital strategy

9. “
The power of self-tracking is profound.
[W]e can set up positive feedback loops: We
keep track of something, see how the data
matches up with what we'd like to have
happen, and then use that knowledge to
modify our actions.
-- Mark McLusky, Wired July 2009

10. 1. create the QuitNow service. TM
• Create a basic, user-friendly, and free service,
Qu tnow
QuitNowTM that enables subscribers to easily track their
quitting 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 friends
through social media updates stresms (e.g. Facebook,
Twitter)
– Buy smoking cessation aids (e.g. NicoDerm, Nicorette,
Subscribers should be able to update and Commit Lozenge)
acces QuitNowTM across relevant, popular – Discuss the pros and cons of the products
services and platforms
• GSK should license or partner with third-party
content provider to boost the credibility of the
QuitNowTM service

11. 2. turn QuitNow into a platform via an API.
TM
• Build an API so that third-party developers can build
Qu tnow additional services on top of GSK’s QuitNowTM platform.
– smokefreedaters.com
– imquittingfor.com
– etc.
• Enable publishers and third-parties to integrate
QuitNowTM serviceinto the fabric of their sites
– (e.g. About.com, HealthCentral, etc.)
• Make sure QuitNowTM integrates with the primary digital
calendar standards and protocols (e.g. Google Calendar,
iCal, Outlook, Lotus Notes)

12. 3. enable customers to receive direct shipments.
• Build a true direct-to-consumer continuity service
that fully integrates with the QuitNow platform.
– Proactiv, Nutrisystem, and many others have thrived
by marketing through this method
• Maximize conversion by offering free trials with a
valid 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’s
digital presence, we can take advantage of the
consumer’s buyers impulse as well as better optimize
our marketing. By selling a service, GSK can also
afford to spend more on media (as it now has a sure-
fire way to recover its costs).
The price points and day-length are
completely arbitrary and certainly subject
to change.

13. 4. tie into a larger initiative.
• Maximize potential impact by launching the
contest in coordination with a larger
online/offline initiative (e.g.America Cancer
Society’s The Great American Smokeout)
Larger events naturally extend to incremental PR-
initiatives, product placement opportunities, and more)

14. 5. create a contest between key influencers.
• Partner with celebrities and well-known bloggers
that smoke cigarettes to create a contest to see who
can quit smoking for 90 days.
– Influencers will commit to publicly updating their
progress 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 researching
a cure for lung cancer.
Contests with celebrities and bloggers generate
valuable, credible in-bound links and PR attention.

15. 6. extend contest to general public.
• Enable consumers to join in and invite their
friends to chip in to the contest if the customer
keeps his promise.
• This raises the stakes for quitting, co-opts a
customer’s friends into helping the smoker
quit and reinforces the value of quitting.

16. 7. leverage the long-tail of retail.
• Whenever possible, partner with online
and offline retail stores that sell tobacco
products and smoking cessation
products

17. 8. partner with would-be allies.
• National and state anti-tobacco
agencies through out the country
– e.g. National Alliance for Tobacco
Cessation
– American Cancer Society
– The Truth Campaign
– Florida Department of Health
• Doctors and Health Clinics
– e.g. Minute Clinic, Take Care Clinic,
etc.

18. 9. buy media to promote the contest and platform.
• Buy media to help ignite WOM and to
maximize profitable sales.
• Please visit the media plan section
for more information on executional
considerations.

19. 10. maximize targeted awareness.
• Use YieldManager or comparable ad server technologies
that enable dynamic bidding and free retargeting.
• Deploy 1x1 retargeting pixels within banner ads deployed
in endemic content, relevant GSK homepages, and relevant
GSK landing pages
– Embed pixel within banner ads placed in smoking-cessations
content
– 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 performance
devisions of publishers).

20. 11. analyze, learn what works
• Use regression analysis to understand results per
medium
– It’s critical that GSK and its media agency cross-reference
offline 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)

21. 11. analyze (continued)
• Maximize Online Learnings
– In addition to analyzing the campaign
through regression analysis, GSK should
analyze its digital conversion efforts.
– Track on a placement level the reach,
frequency, CTR, CPC, CPA, LTV on a
placement-by-placement level

22. 12. optimize on both online and offline sales.
• Use the data to tweak the campaign to maximize what
works.
• There will surely be additional variables and ideas to test
but it’s critical that the campaign works more efficiently
after the first wave.
• Optimize the campaign based on the cost to generate a free
online subscriber, paid online subscriber, and offline
buyer.

23. the media plan

24. connections map
Qu tnow
paid search
core site
run of network
bloggers Qu tnow online and offline
retail sales
Contest
the contest
endemic
Qu t
the app
social media

25. search
• Approach
– Reach hand raisers when they are
actively looking for information
about quitting cigarettes.
• Sample Partners
– Google.com
– Bing (Microsoft)
– Yahoo!
– Ask.com
• Selection Criteria
– Reach, scale, pricing,
performance
Google generates approximately • Executional Notes
200-300 clicks a day on searches for – Not much scale here
“quit smoking” at a CPC of $3-$4.50.
– Might be cost-prohibitive -- test to
see if it converts.

26. endemic (smoking cessation information centers)
• Approach
– Reach consumers when they’re already
looking for information about quitting
tobacco
• Sample Partners
– About.com Health
– HealthCentral
– Kosmix
– QuitNet
– WebMD.com
– Yahoo! Health
• Selection Criteria
– Reach, scale, credibility, pricing, and
flexiblity on page architecture and ad
formats
Traffic on endemic content for this category is very limited.
• Executional Notes
Anticipate CPMs of $10-$30 and – Try to own smoking cessation content
Endemic Center CPVs of $0.50-$2.50 and embed QuitNow within the context
of the sites we partner with.
– Buy on a CPM basis for existing smoking
cessation traffic and on a CPV basis for
ROS traffic.

27. bloggers
• Approach
– Work with celebrities and bloggers
– Consider partnering with blog platform to
extend the contest to the native blogging
communities
• Potential Partners
– blogads.com
– PerezHilton.com
– Federated Mdeia
– tumblr.com
– WordPress
It’s preferable to engage bloggers on a PR basis. Sometimes
this will involve simply providing free product, other times • Selection Criteria
it will involve sponosring the site. Traditional banner ads – Collaboration flexibility, scale, price
may or may not be part of this program.
• Executional Notes
Cost TBD
– It’s critical to get the tone right on this. It
has to be and feel like an authentic
commitment to the cause and the blogging
communities.

28. 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 which
audience datapoints lead to conversions
and sales
– Whenever possible, keep users within
their native site their clicking from (e.g.
If a user clicks on an ad on Facebook,
we’d like to first try to persuade the
user to signup for QuitNow via
Facebook)
Expect CPMs between $0.05-$0.25 for 728x90s and 120x600s and up
to $5.00 Net for 425x600s

29. retargeting
• Approach
– Leverage retargeting to maximize
awareness and capture incremental
sales
• 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 blind
targeting. 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 120x600s
and up to $5.00 Net for 425x600s

30. 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

31. questions/feedback
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