IQOS
E-commerce programme
Year: 2019-2021
Agency: Publicis Sapient
Role: Associate Creative Director
Together forward
In just over three years, PMI has created from scratch, not just a new brand (IQOS), but a whole new category (Risk-Reduced-Products), and an entirely new business, with entirely new capabilities to help capitalise on this.
My team partnered with PMI to create the end-to-end digital consumer experience for IQOS, from digital marketing through to digital product management. We went beyond just the experience layer and transformed their internal processes and structures to be more agile and more data-driven.
Over the course of 18 months, we concepted and built out digital products and services including, but not limited to, the new global site (live in 70 markets and counting), a subscription service, a loyalty programme, a new product launch strategy, new branding for IQOS, and an atomic design system to drive all of this change.
Approach
Being a behemoth of a business, helping PMI to become a more customer-centric organisation was crucial. We drove this from the inside with a keen design-ops focus. Through continuous co-creation, we became their preferred global design partner. During this period, we initiated and ran user research initiatives across EMEA, APAC and the Americas in order to drive customer value.
As the Associate Director overseeing the account, I spearheaded initiatives that helped us grow from a 10 person creative team, to a 50+ multidisciplinary programme, with over 10 parallel work streams, ranging from content production, user research and testing, end-to-end experience design and blue-sky strategic projects. The IQOS programme was the largest creative account within Publicis Sapient in 2020.
Auto-Delivery & Device Subscriptions
Driving customer retention and complementing users' lives with an emphasis on customisation and convenience.
Loyalty Programme
Enhancing the IQOS brand experience by building an authentic and engaging relationship with all IQOS club members.
Sustainability
Defining the IQOS circularity offering and designing an interactive sustainability experience.
Product Launch
IQOS Iluma: the latest product line under IQOS using innovative induction technology.
Responsible Marketing Programme
Implementing a research focus to prevent minors from the use of nicotine and verifying that they are of adult age.
New IQOS.com Vision
Developing a new vision for the IQOS.com estate, and bringing it to life: An IQOS companion, dedicated to your personalised progress.
Impact
Over the course of the engagement, we helped IQOS convert over seven million people around the world switch away from traditional smoking to a safer alternative, and simultaneously, helping them retain the pole-position as world leader in Reduced-Risk-Products.