For decades, TRUTH has called out Big Tobacco’s shady marketing tactics in disruptive ways. So, we found a way to ambush college kids with a heavy dose of truth when they least expected it. Research told us this audience was fueling the ‘90s nostalgia wave on social media, so '90s star Kel Mitchell provided cover for our misdirection. We took over Snapchat’s “Back to the ‘90s” Live Story and followed it up by staging a ‘90s Nick game show on our airwaves and social channels.
On air and Nick Facebook, we put Big Tobacco’s targeting of schools into perspective. And across Snapchat, Twitter and Insta, Kel called out Big Tobacco for targeting Black communities. With 8 Million Snapchat views, our ads over-delivered by 87% and had a 54% higher completion rate than Snapchat's benchmarks.