International Vapor Group (IVG) is a high growth start-up and marketer of electronic cigarettes. They saw an opportunity in this dynamic and fast-growing industry to get traditional tobacco smokers to quit for a “smarter” alternative.
Their primary business model was Direct To Consumer (DTC) and B2C with a good traction but they needed to scale quickly to ensure sustainable growth. One proven way to grow organically is through innovation. To resonate with consumers today, a product needs to appeal to them by satisfying their needs and wants such as offering a great experience, and meeting or exceeding consumer expectations.
Hence, we developed and launched Vaporfi, a new brand which offers customization and personalization and consequently became the #1 brand in the portfolio.
Discovery
Research and market segmentation based on consumer behavior has shown that there was an evolution in the electronic cigarette market. As the consumer became more educated, there was a shift from “newbi“ vapors to a more technically advanced vapor. A shift from the so called cig-a-like e-cigarettes to a more sophisticated tank system that provides the user with more freedom regarding flavor, nicotine strength and configuration.
Goal
The goal of this project was to leverage the first-mover advantage, build brand awareness and ultimately capture market share in this fast growing segment within the vaporizer category.
Solution
Based on this insight, we developed a new brand “VaporFi” that targeted this new and fast-growing segment in the vaping category. The main challenge was to develop the right positioning. To stand out from the competition we had to look at the core brand values and what the brand stands for. Why are we different? What is our promise to the consumer?
The main point of differentiation and USP was personalization and customization. VaporFi was the first and only brand that allowed you to mix your own e-liquid from over 30,000 flavor combinations. One part of a brand architecture is your “distinctive brand assets” (DBA). Besides creating a new logo with a unique set of colors we developed an own-able and memorable tagline that incorporated our positioning of personalization: “Think It. Mix It. Vape It!” This tagline became an integral part of our logo and marketing communication.
Now we needed to communicate the same consistent message to as many customers as possible as often as possible.
For that we used a multi-channel approach containing both traditional as well as digital marketing vehicles such as Website, Landing pages, Multi-channel Marketing (TV, radio, OOH, PR), social media and email marketing. Additionally, to support the launch we developed sales enablement marketing materials to reinforce the unique positioning and messaging.
To reach as many people as possible in a short amount of time we decided to focus our efforts on mass media and created a Super Bowl commercial that aired during the Super Bowl. To get the best reach and ROI, we ran the commercial locally and leveraged it with PR on a national level for maximum exposure.
Strategic Alignment and Execution:
To ensure that each initiative aligned with VaporFi’s broader strategic objectives—brand differentiation, rapid market penetration, and scalability—we implemented an integrated planning approach. This included cross-functional alignment workshops and the use of strategy maps and balanced scorecards, which linked our initiatives directly to our strategic goals.
Monitoring and Management: We set clear KPIs for brand awareness, sales, and customer satisfaction, using tools like Google Analytics and CRM systems to track progress in real-time. This allowed us to make data-driven adjustments as needed.
Resource Optimization: To manage resources effectively, we used project management software (e.g., Asana, Trello) and maintained strict budget tracking with ROI analysis to ensure funds were directed toward the most impactful activities. An agile marketing approach enabled us to adapt quickly based on performance data and market feedback.
Continuous Improvement: We established feedback loops through regular performance reviews and customer feedback, allowing for continuous refinement of our strategies. This comprehensive approach ensured that all initiatives supported our strategic objectives, driving the successful launch and growth of the VaporFi brand.
Results
Over 20,000 viewers on YouTube within the first three days and 100,000 website visitors in the first month which increased conversion rate over 300%.
VaporFi became the #1 brand in the portfolio which added $20 mio in incremental sales in the first year.
Ultimately, we developed this brand into a new franchise concept with over 40 brick & mortar stores.
``In order to differentiate us from the competition, we had to look at the core brand values and what the brand stands for.``
Everything starts with a meaningful and ownable value proposition!
CLIENT:
InternationalVaporGroup, Inc
CATEGORY:
Electronic Cigarettes