Approximately 1 million adults use e-cigarettes in the California region.
CTCP was looking to create brand awareness for the services provided by them, and increase the number of enrollments
Secondary research to identify the volume of people who use e-cigarettes/young smokers in California; those with related health conditions
Targeted Young Adult vapers and menthol users on Programmatic Display Ads with experiments on various audience cohorts
Geo-targeted areas in California with high Asian population density
Semantic targeting for content related to smoking
Mix of vernacular languages such as Chinese, Korean, Vietnamese and Tagalog
Reduction in cost per landing page visit
Reduction in average cost per engagement
Landing page visits
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