Develop a comprehensive earned and owned social media marketing program for blu designed to reach smokers without leveraging paid media due to industry regulations.
blu presented a unique challenge in building a social media marketing strategy because of changing legislation in the e-cigarette industry. Additionally, the brand was experiencing internal changes and global expansion, so we knew our strategy needed to be focused on the long-term. With this in mind, we set out to implement a strategy based in audience development and shareable content that was highly product-focused. By pairing dynamic visuals and engaging, specific calls to action, we reached a wide, but targeted demographic. As of today, blu is #1 on social media among identified competitors and has an engagement rate 37% higher than the national average.