CIELO MARKETING CASE STUDIES

American Legacy Foundation:
BobQuits.com Concept & Website Build

Background:
American Legacy Foundation was created out of the landmark Master Settlement Agreement between tobacco companies and 46 states and tasked with creating public awareness programs on the dangers of smoking. Legacy made a conscious decision early on to promote awareness and not expressly tell people not to smoke, believing people had to make their own assessment of the facts, which would ultimately be the only way they would be able to make a meaningful commitment to a healthy lifestyle.

Challenges:
Legacy maintained a hotline to help people build a plan for quitting smoking, but traffic was significantly below plan and they needed more people to commit to quitting and ‘stay quit’ without preaching or using scare tactics. They understood that when friends quit, it improved the odds of a successful quit, so they needed every smoker’s friend to quit.

Solutions:
As Account Manager for Legacy’s interactive agency, Aviatech, we built a website to feature a reality-style video blog and journal of a man working through the Legacy cessation program. “Bob Quits” featured 28 2-minute videos of the real life of a guy who quit smoking. He talked candidly about why he wanted to quit, what concerns he had about changing his lifestyle, and setting a quit plan. Some episodes featured his wife, kids, and his best friend (who also quit during the filming), and the new activities he picked up in place of smoking. His daily journals were posted, and visitors could post notes of encouragement and share their experiences with quitting. The site was a breakthrough in using Flash and video compression to call up large video files quickly. We worked with Legacy’s design agency who established the look and feel, so it was an exercise in diplomacy as well as creativity. We promoted the site with online ads geo-targeted to the NYC area, posters in the NYC transit system text messaging. A new video and journal entry was posted each day for a month and the campaign capitalized on the suspense of ‘will he quit or not?’

Results:
The videos were the primary focus of the site and visitors came back during that first month to watch Bob’s videos an average of 5 times. Typically visitors stay on a site approximately 2 minutes; at BobQuits.com, our visitors stayed an average of seven minutes, which means people watched 3.5 videos. By the end of the month, more than 1000 people signed up to receive text messages from Bob about his tips to quit. Legacy’s cessation helpline more than doubled their inbound call volume and they decided to launch a sister website called “MaryQuits.com” to reach women.

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