CONTENT DISTRIBUTION
& PROTOTYPES - SMOKEFREE

Prototypes and implementation plan for content on quitting smoking

To make implementation as simple and manageable as possible for the client, we provided a complete content strategy, including a research-backed channel plan, content calendar, budget breakdown, atomization guidelines, and distribution schedule.

For every content piece, we also included clear creative instructions on production, along with exact guidance on when and where to publish.

The Steps

1. CONTENT IDEAS & PROTOTYPES

To tackle the topic from different angles, we developed four key content prototypes:

  • Short-Form Video Series: Engaging, bite-sized videos offering practical tips for quitting, delivered by the characters.
  • Comic Series: Short comics highlighting everyday smoking-related habits and alternatives.
  • "First Steps to Quitting" Workbook: An interactive guide offering structured support and practical exercises.
  • Informative Blog Series: In-depth articles covering smoking habits and healthier choices.

2. TESTING

A prototype was then A/B/C/D-tested with two different variables to see which version would perform best when shown to the target audience, and to provide recommendations for the strategy.

3. IMPLEMENTATION PLAN

To make implementation as simple and manageable as possible for the client, we provided a complete distribution strategy, including a research-backed channel plan, content calendar, budget breakdown, atomization guidelines, and distribution schedule.

For every content piece, we also included clear creative instructions on production, along with exact guidance on when and where to publish.

The content lives on a separate owned website for the whole storyworld. Content from socials is designed to drive people to this platform in order to keep the center of gravity on owned land instead of relying only on shared platforms.

What was delivered 

A pitchbook including:

  • Content prototypes: Three different prototypes & formats of content aligning with the creative concept 
  • Research-based recommendations: The content formats were based on testing results and existing research
  • Implementation plan: Detailed & action-ready plan for how to implement each content piece, which channels and promotion tactics to use, a publishing schedule and resource allocation