Quitting smoking is far from a one-time decision—it's a choice you have to keep making each and every time cravings strike. While many nicotine-replacement brands provide online support, they don't address the hardest part: long-term behavior change requires support no matter where you are.

weQuit is a powerful, one-of-a-kind ally to help you quit smoking for good. A gamified mobile app keeps you motivated, helps identify and avoid everyday triggers, and even distracts you from pop-up cravings. And through the collection of QuitPoints, users are rewarded with motivational badges and real-life product discounts.

NiQuitin’s mission is to keep you smoke-free for life. So to measure success of weQuit, we measure in-app behavior and how long the users are staying smoke-free. And just as it is for quitters, every minute counts.

In just over a month, weQuit users have proudly logged over four million smoke-free minutes and counting.

The mobile app launched in March of 2015 to the iOS and Android app stores in the UK market, targeted to quitters using NiQuitin or other nicotine-replacement therapies. Awareness and acquisition were supported by minimal multichannel media support, including mobile display banners, online video and desktop search. Our initial market learnings will continue to inform our implementation as weQuit rolls out across several markets.

Our objective was simple: to help quitters stay on track. To measure success of weQuit, we measured engagement, in-app actions and, of course, how long the users are actually staying smoke-free. And just as it is for quitters, every minute counts.

In just over a month, weQuit users have proudly logged over four million smoke-free minutes and counting—over 7.5 years total. Initial users spend an average of over three minutes per session, with 80% becoming frequently returning users. For those looking for real-time help from cravings, 60% have hit the Distract Me button and nearly half of all users have honestly logged their slip-ups on their way to smoke-less freedom. That’s just the start.