Campaign Overview
Ripple+ aimed to alert the public of the dangers of illegal vapes and to highlight the safe alternative.
To do this, they created a physical object, putting into shocking context what people might be inhaling. The Breathable Bullet was made using 56.8 micrograms of Lead – the amount found in a single illegal vape.
The campaign launched with a clean, minimal poster campaign, a film dramatising the bullet’s creation, and a suite of social assets.
Results
The campaign reached over 7.5 million people, with a video click-through rate of 5.5%–6% – more than double the industry average of 2%, showing unusually high engagement.
In the UK, search interest for “illegal vapes” had been non-existent – scoring 0 on Google Trends. After launch, it jumped to the highest it had ever been.
Searches for Ripple+ also surged by 270%, with over 11,000 extra landing page visits across the UK and US.
