This non-profit organization has successfully fought youth cigarette/tobacco use for decades. Thanks in part to their efforts, youth cigarette use dropped from 23% in 2000 to 2.3% in 2021. But recently, a new enemy entered the market: the vape. From 2017 to 2019, youth vaping skyrocketed from 11.7% to 27.5%, driven by aggressive marketing from the tobacco industry, specifically targeting a new generation of nicotine users who had previously rejected cigarettes. Our goal was to reach young people in contextually relevant gaming and entertainment apps, and inspire them to kick their vaping habit with the brand's quitting program — a first-of-its-kind resource that has helped hundreds of thousands on their quitting journeys — while respecting privacy.

The brand’s goal was to reach an audience of Gen-Z vape users and encourage them to start their quitting journeys. Third party data wasn’t readily available for this audience, making our zero-party data the perfect fit for identifying and targeting their audience in a privacy-first way.

Our campaign KPIs were video completion, engagement, and a lift in perception about the dangers of vaping. To reach these goals, we delivered the brand’s video across 100% share-of-voice in-app video placements via our direct SDK integrations. To further engage the brand’s audience, we focused delivery to contextually relevant mobile gaming and entertainment apps that see high volumes of Gen-Z users.

Our campaign was targeted using our proprietary zero-party data, where we ask consumers questions about themselves to build custom audiences. The brand's video (:15) was delivered across mobile gaming and entertainment apps via direct SDK integrations to reach the target demographic where they already spend their digital time. The campaign ran from January 13th, 2022 - March 12th 2022 and delivered 1.9MM impressions. Post-campaign, we used our polling technology to deliver a custom brand study and gauge the audience’s perception about the dangers of vaping.

Our campaign delivered industry-leading media performance, including:

● 29% lift in perception about the dangers of vaping

● 97% video completion rate (:15)

● 3% post-view engagement rate

● 99% viewability, measured by IAS