Story of IQOS
IQOS is a device, by Phillip Morris, that heats tobacco instead of burning it. The heating process happens at a much lower temperate as compared to burning (conventional cig) releasing fewer toxins in the body as compared to a cigarette.
Challenge
Since it is still a tobacco-based product. Most of the online platforms like Meta and Google don’t allow advertising it. Leaving us with advertising opportunities in limited apps and websites (publishers) albeit by using programmatic route.
Their Solution
We shortlisted a few DSPs and used Double Verify to build a brand safe list of publishers. Since we were running ads on different publishers and in-app inventories we had to retarget users; a) who clicked/engaged with the ad b) who clicked the ad and landed on the soft age gate to purchase on the website.
To retarget these users we needed their details/data in a format/form where these users can be easily identified based on their engagement behavior and their journey. To cater to all of this we proposed the following solution:
- A combination of two DSPs, Criteo and Zest Stack, to execute all campaigns; awareness, traffic and conversion (purchase)
- Used Lotame as the main DMP and all the campaigns pushed data through it
- User tracking through Google Floodlight Pixel
- Implemented D.Engage as the CDMP to run CRM campaigns
Results
What seemed impossible at one time became possible with this approach
- Total monthly websitee visitors= 42,000+
- Total monthly purchase value= AED 180,000+
- ROAS= 8x (Above Average)