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VELO
Responsible Marketing Through Data & Tech

RAN IN: Japan

CLIENT
British American Tobacco

1. Oksana Minagawa - Digital Marketing Manager

AGENCY
MediaCom Tokyo *Lead Agency

1. Wendy Siew - Managing Director


SUMMARY

Building mass awareness is not an option for VELO - a smokeless tobacco product. To do our job right, we needed to reach less and not more people. Specifically, only verified age 20+ adult smokers. This is a unique challenge for media, but we overcame it through technology-led consumer journey optimization. Reaching only verified users, and tunneling them directly to our website through a secured bypass solution. This led to increased ecommerce sales of 122%.


Hero Medium: Others: Programmatic Ads

Audience: Others: Adults smokers aged 20+

Objectives: Brand launch

Language: English