Leading Consumer Goods Manufacturer

Strengthening Digital Engagement with Heated Tobacco Users

From strategy development in coordination with global headquarters to the establishment of a high-velocity improvement cycle powered by daily data analysis and partner acquisition, we delivered end-to-end support that expanded the user base and improved engagement.

Members

Unique Users

[Engagement Details]

Strategy development through global coordination: We supported the development of the mid-term business plan and annual plan. The engagement comprehensively covered the definition of the purpose and role of digital services within the plan, the design of business-contribution metrics, and the structuring of the budget.
Establishment of a data-driven improvement cycle: We established an operating model for daily analysis of data accumulated in GA4 and Snowflake. Based on analytical findings, we built up an improvement backlog and established an operating model that continuously executed UI/UX and communication improvements at high velocity.
Alliance development and negotiation: To raise the value delivered within digital services, we led the acquisition of new partner companies for database integrations and joint campaigns, including commercial terms negotiation.

[Challenges]

Given the nature of tobacco as a product category, market regulations restricted advertising to users whose age had not been verified through official identification.
To grow the share of the client's own products, building a proprietary user base of age-verified users was an urgent priority.

[Results]

Membership expanded significantly, and the platform grew into the digital service most used by smokers.
Established a digital service that expands the user base and enabled service-led marketing.