British American Tobacco:
Social
In case you haven’t heard, smoking is so 2010. Over the past few years, vapes have been getting smarter, slimmer and sleeker. Oh, and nicotine pouches are also now a thing (don’t worry, I’ll explain later).
With the sector going from strength to strength, Vuse (Vype) and VELO each needed a social presence that spoke to this emerging audience.
Briefs varied in scale. From managing Vuse and VELO’s day-to-day content, turning around quick-fire reactive posts, to developing larger influencer-led campaigns.
Vuse (Vype)
Turns out, there’s a whole load of things you can and can’t say when working on a vape brand (legal stuff). But where there are obstacles, there are opportunities. Take the stop motion posts above. Restrictions inspired the decision to remove messaging altogether, instead creating simple, thumb-stopping posts to quickly communicate our flavour notes.
VELO (Switzerland)
So, VELO. Long story short, it’s a nicotine pouch you tuck underneath your lip. Understand? No? No worries. Here’s a load of ‘always on’ content we created for the Swiss page.
VELO:
The Ultimate Adventurer
With VELO, there are no restrictions. You can use it on-the-go, anytime, anywhere – meaning less time pausing for a cigarette break, and more time seeking out life’s adventures.
To bring this message to an online audience, we partnered with Anto Sharp and Myles Barnett, putting them against each other in a bid to be crowned VELO’s Ultimate Adventurer.
The prize? A golden can of VELO (of course).
Tease
To launch, we posted teasers across paid and organic. For added reach, Anto and Myles also gave people the heads up on their own profiles.
Challenges
As VELO originated in Sweden and is the ‘#1 Nicotine Pouch in Scandinavia’, all challenges were themed around a different Scandinavian activity. Adventurous, of course.
Education
For the UK, nicotine pouches are a novel concept. It’s why we also released a series of educational posts across paid and social.
And the winner is…
Social media can be a powerful thing. It can give the unheard a voice. It can influence society. And in truly extraordinary cases, it can give people the chance to crown VELO’s Ultimate Adventurer (thanks to a series of Instagram Polls).