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Integrated Marketing Aids Reimagined Nicotine Cessation Program Launch for Truth Initiative

AGP PROJECT
Integrated Marketing Aids Reimagined Nicotine Cessation Program Launch for Truth Initiative by AGP

credits

Title
  • Integrated Marketing Aids Reimagined Nicotine Cessation Program Launch for Truth Initiative
Entrant
  • AGP

About This Project

Summary

In Dec 2024, Truth Initiative launched the EX Program (EX), a reimagined SMS-based nicotine cessation program. AGP supported the rebrand of EX and the supporting media campaign, Outsmart Nicotine—an uplifting message designed to help young people break free from nicotine addiction–by building dynamic, mobile-first campaign landing pages with personalized content to meet the needs of 18–24-year-olds. These pages integrate with an SMS platform, allowing users to instantly begin the EX program.

Goals & Objectives

The overarching campaign sought to increase enrollments in EX, focused on 18-24 year olds while building brand awareness of the The EX pages sought to appeal to awareness, consideration and conversion cohorts within the 18-24 audience and engage users via interactivity to provide education.

Results & Impact

The new landing pages saw a 13% increase in web traffic which resulted in 44% increase in enrollment rate and a 20% lower cost per enrollment over the first 6 months.

the team

TJ Peeler
  • Director, User Experience Design
  • Allegiance Group + Pursuant
Kate Peach
  • Director, Technical Project Management
  • Allegiance Group + Pursuant
Stephanie Drahan
  • VP, Account Management
  • Allegiance Group + Pursuant
Mark Leta
  • VP, Technology
  • Allegiance Group + Pursuant
Kyla Hsia
  • Senior Manager, Digital Strategy and Content
  • Truth Initiative
Breanne Medford
  • Managing Director
  • Initiative
Sara Franco
  • Senior Digital Project Manager
  • Allegiance Group + Pursuant
Donna Pizzi
  • Senior UX Designer
  • Allegiance Group + Pursuant
Matt Liptak
  • Managing Director of Creative
  • Truth Initiative