Client: Nicorette
The “Future Me” campaign was a bold initiative aimed at reasserting Nicorette’s leadership in the nicotine replacement therapy (NRT) market amidst rising competition from vaping and shifting consumer behaviours. Built on the insight that people trying to quit smoking or vaping want to feel in control, the campaign introduced the empathetic “We Got You” platform and partnered with Channel 4 to produce a four-part unscripted content series following real individuals on their 60-day quitting journeys. The campaign spanned long-form YouTube episodes, mid-form Facebook edits, short-form social clips, and TV spots, achieving 17.9 million views (double the target), 6.1 million minutes watched, and £576K in added media value. It delivered the highest ROI in brand history (200%), increased market share by 2.9 percentage points, and brought in 170,000 new customers. Social engagement was exceptional, with TikTok’s Vapers episode becoming Channel 4’s top-performing branded content and YouTube’s Lifelong Smokers episode achieving the longest view duration. The campaign not only drove commercial success but also became a cultural moment by meeting people with honesty and support, proving that quitting doesn’t have to be perfect - just possible.
