Smoking Papers is an international brand of rolling papers that has to compete with the market leader and generic, Rizla. To support the UK launch, we used online marketing to generate requests for samples. This included online advertising including retargeting, Adwords, PPC, social media and viral marketing. Once a responder database had been created, email campaigns were used to drive sales with promotions and information on local stockists.
We also created a range of virals, screensavers and games to encourage visits to the website and to drive engagement with the brand.
The quantity of sample requests received were over double the target set.