How Pfizer Reached Millions To Nudge Smokers Toward Cessation
Background
Pfizer is a global biopharmaceutical company with a strong portfolio across therapeutic categories. Champix is Pfizer’s smoking cessation brand designed to support smokers in their quitting journey.
In India, Pfizer launched the campaign theme Ignite the Urge to Break the Stick to encourage smokers to take the first step toward cessation. The objective was to reach smokers with precision using real-world behavioral intelligence and intent signals while identifying whitespace opportunities for below the line activations.
Challenge
Smokers are not a homogenous audience. They differ in intent, including first time quitters and repeat attempts, as well as in motivations such as health concerns, family influence, or social image. Accessibility and life stage also play a role in readiness to quit. Traditional digital targeting lacked the granularity to connect meaningfully with these diverse smoker profiles.
Approach
SherlockAI combined Acquire audience intelligence with Locate precision to design a multidimensional engagement strategy grounded in real world behavior. Real-world signals were mapped across POIs such as bars, pubs, fast food outlets, hospitals, pharmacies, fuel stations, gyms, and playgrounds. Frequency and duration of visits helped identify smoking prone cohorts and high exposure zones. Life stage mapping highlighted smokers at sensitive transition points, including new parents visiting maternity clinics, couples preparing for marriage, and health conscious individuals frequenting gyms and playgrounds.
These signals aligned messaging with personal motivations and readiness triggers. Search and intent keyword mining covered more than 100 smoking cessation related queries such as how to quit smoking naturally, quit smoking tablets, withdrawal symptoms, and benefits of quitting. Cessation app usage patterns were layered in to build high intent digital cohorts. Cohort segmentation created nuanced clusters including Quit intent explorers, Health driven smokers, Family motivated smokers, and Social smokers. Each cluster was activated with tailored creatives and messaging.
For below the line planning, SherlockAI pinpointed high density smoking hotspots such as BKC Mumbai where a significant share of smokers also visited gyms. This informed on ground activations including kiosk placements, pharmacy tie ups, helpline promotions, and influencer led sessions.
Solution
Pfizer reached millions of smokers deterministically, ensuring that messaging was contextually relevant and impactful. The strategy identified new whitespace zones including gyms, playgrounds, and corporate hubs where targeted interventions could nudge smokers toward cessation. Campaign performance reflected strong high intent resonance with creative cohorts aligned to life stage and health motivations.
Compliance Note
SherlockAI utilizes strictly anonymized and aggregated data. No Personally Identifiable Information (PII) is used, stored, or shared. All methodologies are fully compliant with global privacy standards, including GDPR and CCPA.
The future of your industry starts here
Terms & Conditions
Privacy Policy