// HYPER ISLAND STUDENT PROJECT - ECONOMY OF CONTENT //

MEET ALEX, A QUIT SMOKING COMPANION APP BASED ON CBT AND MACHINE LEARNING.

BRIEF
Alex is a relatively new app that wants to be the go-to app for people wanting to quit smoking. Our job was to create a social media and communications strategy that aligns with Alex’s company values and connects them with the end user as well as B2B partners for future investments.

BUSINESS OBJECTIVES: Our main objective was to increase downloads. To do this we also needed to get engagement statistics from social media, build a community around Alex, and establish Alex as a strong and positive brand.

TARGET AUDIENCE: Female smokers, aged 20-35

HYPOTHESIS: We believe that our content strategy should focus on how to break habits in general, not only smoking, to promote Alex as a changing-habit-tool rather than a quitting-smoking-tool. We also think that the strategy should be based on the same methods as the app, but fill in the gaps when users aren’t within the app.

SO, how might we create a content and marketing strategy, that raises awareness of Alex as well as giving the non-smoking-era a new identity?

SOLUTION:

  • Claim the Day - When Sweden bans outdoor seating smoking, claim July 1st as time for A New Start

  • Guerilla marking campaign using stickers, posters, installations, using the hashtag #changeyourstripes - focussed on habit changing, connecting a community.

  • Instagram content in feed based around the following: Alex Heroes, #changeyourstripes, User generated content; and stories, Q&A with CBT psychiatric, craving hacks.

  • Engage with your audience on existing FB groups and communities, eg: Heja Livet

  • A newsletter sent out to new sign ups offering more information about how Alex works and CBT.

Presentation_alex-24.jpg

GROWTH:
GUERILLA MARKETING : 38% of 876 000 travellers through Stockholm daily are made walking = #changeyourstripes has possible reach of 26 630 smokers - in Stockholm. If this is done in the cities of Sweden that smoke the most, the possible reach is 100 000 (and if shared on social media, the reach increases.)

INSTAGRAM ADS: 50 000 kr spent on #changeyourstripes campaign = Revenue of 76 500 clicks to Alex in App store and 350 000 views of paid Instagram ads.

BUDGET:
Instagram production = in house
Instagram Ads on stories = 50 000kr (Spring 30 000kr + Fall 20 000kr)
Guerilla marketing campaign: 13 300

TOTAL COST: 63 300kr

TEAM
My role in this project was as Creative Director and Copy and Graphic Design (Offline)

Stina Bergdal - Copywriter (Online) and Content Producer
Nina Wenström - Project Manager
Lisa Sandberg Sandström - Strategy
Alexandra Smedman - Creative