Additional details on the approach

With a large but limited budget and strict regulatory guidelines, hit a nationwide audience with measurable results.

The campaign incorporated out of home media placements in specific markets to support retail channels as well as traditional radio efforts.

There are lots of insights we used to discover our audience. Some of which I have developed into my own media mix index that I currently utilize in a variety of ways.  This assignment pushed me beyond typical limits of media strategy and planning. I uncovered new ways to think analytically and show thought processes in a statistically relevant fashion.

I used several components of secondary research and client provided data to create a unique mapping model to attribute 1st generation sales models. All of which were predicted correctly.

Below is a sample of the maps we used to visualize our markets and audience. We also mapped out our store locations against our media spending to ensure we were delivering the audience required by our retail partners.

Given our legal restrictions, we had to think a bit differently about additional media tactics to use.  The concept below would hit the adult smoker spectrum of the customer base.  These branded golf carts where to be used as part of a street team approach to the crowded NASCAR space.