blu, a global leader in the vaping industry, needed help driving awareness and consideration among today’s adult smokers and vapers. Based on blu’s mission to help adult smokers switch to a healthier alternative, we conceptualised Pledge World. A global influencer and experiential campaign, brought to life through an integrated multichannel campaign. Pledge World connected blu with its audience at scale through authentic stories about the highs and lows of making a life-changing choice.

Solution: blu, a global leader in the e-cigs industry, needed our help to drive awareness and consideration among today’s adult smokers and vapers. But how do you connect with smokers on a global scale in a category that’s under fire? Based on blu’s mission to help smokers switch to a healthier alternative, we conceptualised Pledge World. A global influencer and experiential campaign inspiring smokers and vapers to make a pledge and change their lives for the better.

We invited our audience to submit their pledge – from overcoming a fear to chasing a lifelong dream or personal goal – for a chance to win and make it happen. We partnered with community leaders (including Instagram icon @thefatjewish) who shared their own pledges, captivating our audience as they followed the ups and downs of their personal journeys. This was supported by a live road-show as well as a collaboration with a top NY-based artist to create Blu Marble, an art installation that live-streamed Earth as seen from space.

Creating the connection: Pledge World delivered global reach, true brand connection and vital long-term value for blu. Best of all, we inspired thousands to embark on their own life-changing journeys.

Results:
1.4b total reach
26% growth in brand awareness
19% increase in positive sentiment among smokers

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