The media team took the creative idea of talking to non-smokers on social media and created a unique campaign. We wrote the first-ever Twitter crowdsourced song via #DontSmokeBecause. In just two days, we had over 2,700 responses from college students, senior citizens, children, working professionals. We got these 330 people who helped us write the song to also film and send us their part for the online music video.

A simple message for our potential consumers at the end of the song said, “While we’d rather you quit smoking, we'll help you get rid of the smell of smoke, until you do.”

We promoted this music video through our channel and crowd-promotions.

The #DontSmokeBecause campaign led to brand recall jumping from 12% to 15%.

Over 12,000 people headed to the brand website. The video got 129,561 views. And the brand garnered Earned-PR worth $500,000.

For a low-budget of $12,000, brand sales went up by a whopping 40% at the end of the campaign period.