"Philip Morris International: Redefining excellence, delivering unwavering commitment globally."
"Philip Morris International had previously engaged with multiple media partners for their diverse projects. However, after delivering outstanding results and consistently exceeding expectations across numerous initiatives, we proudly became their trusted lead media partner."
Philip Morris International Inc. (PMI) is an American multinational tobacco company with products sold in over 180 countries. Philip Morris developed the IQOS device in 2014, utilizing a heating approach instead of burning, and it has shown to emit 96.2% less PAHs than tobacco cigarettes. IQOS is considered less cytotoxic, but the tobacco use in the device makes it face significant advertising challenges due to restrictions on major online platforms like Meta and Google. These highlight the complexities of marketing tobacco-related products in the digital marketing era.
The primary challenge faced was the advertising restrictions on tobacco-based products, significantly limiting the visibility of IQOS on mainstream online platforms. This necessitated a creative approach to reach potential customers through digital channels. Through automated methods, we had selective opportunities to advertise on selected apps and websites.
To retarget these users, we needed their details/data in a format/form where they can be easily identified based on their engagement behavior and journey. For this, we proposed the following solution:
1. Lotame, our chosen Data Management Platform (DMP), was essential in organizing and leveraging campaign data for maximum impact.
2. We implemented Google Floodlight Pixel to track user interactions and engagement across different platforms precisely.
3. D-Engage was utilized as the Customer Data Platform (CDMP) to streamline our CRM campaigns, enhancing customer engagement and retargeting efforts
The strategic approach yielded remarkable results:
Our strategic approach resolved Dubizzle’s initial challenges with DV360 and transformed its programmatic advertising capabilities, significantly improving campaign effectiveness. and platform utilization.
Through targeted digital strategies and enhanced data analytics, Marham was able to achieve more controlled and consistent growth, reduce acquisition costs, and better align its marketing efforts.
Our targeted marketing strategy enabled Indomie to effectively establish its brand among its target audience in Saudi Arabia for continued growth in the Middle Eastern market.
