Challenge
In a highly competitive category with strict communication restrictions, BAT needed to do more than broadcast a discount. The Vuse campaign had to reach only the right adult smokers, keep the offer visible and easy to access inside Profi’s app, and drive trial and repeat purchase without exposing non-smokers to communication.
Solution
Together with Footprints AI Vuse activated a targeted in-app discount inside Profi, using the retailer app as a compliant conversion environment where the offer could be shown only to legally eligible adult smokers. By combining precise audience qualification, high-visibility app placements and a simple redemption path, the campaign turned a standard price mechanic into a measurable retail media journey.
Results
The campaign delivered strong conversion, acquisition and r epeat purchase inside Profi:
· 19,253 offers redeemed by 7,629 unique customers
· 23,901 units sold with promo applied, generating RON 367,366 (€72,053.74) in sales value
· 5,607 first-time customers recruited, with 1,640 of them making repeat purchases
· Total sales for the 12 promoted SKUs reached 81,661 units, up 21.40% vs the preceding period and 41.48% vs the preceding month
· Vuse outperformed category growth, with promoted SKU volumes up 21.40% vs the preceding period while the tobacco category grew by 4.49%
By combining smoker-only targeting, app-native activation and a frictionless conversion path, Vuse turned a simple discount into a more precise and measurable growth mechanic, one that recruited new buyers while also bringing a portion of them back for repeat purchase.
Download the full case study to see how retail media helped Vuse turn a targeted app discount into measurable trial, repeat purchase and category outperformance in Profi.
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