Go-To-Market Campaign Strategy
Illusions Vapor – 2018
Throughout the years, Illusions Vapor was experiencing a steady decline of e-liquid sales as the industry regulatory restrictions were starting to limit vape brands to more in-store and B2B marketing. making it harder for vape brands to make an impactful campaign to launch their new products to their consumers. Although we promote to our vendors in hopes they would communicate our new products to consumers, it was difficult for vendors to keep up with all the new products for different brands and in result made it restraining for all brands to be heard by the consumers.
We realized we needed to strategize an impactful campaign that can ripple an effect down from the vendor to the consumers, while at the same time find a solution to put more focus on Illusions’ top sellers, as it became harder to justify keeping all flavours in stock due to some flavours low monthly sales volume. We needed an inventory solution that can also elevate future growth for the brand.
To disrupt the industry, we strategized a pre-launch campaign to notify the fans and vendors of Illusions that we will be discontinuing 6 flavours, even though there were a some fans of the flavours throughout the years. These 6 flavours were not the top-selling flavours, so eliminating them created an opportunity to manufacture and launch new flavours without crowding the full collection. This also allowed Illusions vapor to communicate that “something is on it’s way” directly to the vapers who consume Illusions, by forcing their local retailer to rely the message that flavours will be discontinued a certain time period to make way for a new exciting product line.
The initial impact of the pre-launch campaign left some fans worried for what was to come, creating 70x more engagement on digital platforms and vendor feedback.
We stuck to our plan and made the Illusions fans stay engaged to make them wait for the highly anticipate new series, The Awakening Series by Illusions Vapor.
When The Awakening Series flavours were launched in North America, the operations departed notified us that the sales projections were heavily miscalculated, as they sold out the Q2 inventory within 2 weeks of the product launch.
This controversial move made by the brand was the first in the industry, creating buzz around the brand and made vendors and consumers curious to see more.
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