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The campaign was created to engage the everyday cigar smoker, a middle class male, 35-54 years old, through online video.
Campaign Goals:
Create an unprecedented digital campaign in the cigar industry
Develop entertaining cigar content
Re-educate the everyday smoker on their cigar selection methods
Expose common cigar myths
Generate buzz in the online cigar community using social media
Double Camacho's e-mail and home mailing list
Create a sampling opportunity for new product launch
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Creative Solution: A four-part web-series was created without mention of Camacho until the final "reveal" episode, intended to evoke curiosity and spark online discussion of the "mystery brand." The participants followed the satirical Independent Cigar Review Bureau (ICRB), a fictional agency whose sole purpose was to educate the world about cigar selection, as they used humorous, guerilla-style tactics to enlighten three characters that represented the most common cigar misconceptions.
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Distribution: A strategy was conceived to reach Camacho's target consumer, utilizing the power of diversified online distribution.
Campaign Goals:
Media buy: in-banner video running on Tremor Media's targeted and optimized channels, Google keywords, and web banners on Puff.com
Social media outreach to cigar-industry influencers and aficionados
The "ICRB" was brought to life on Twitter (@Duckman_ICRB)
Initiated discussions on cigar message boards
The campaign was pushed to appropriate outlets, allowing "The Black Band Project" to take on a life of its own in front of the ideal audience.
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From day one, the campaign captivated the cigar industry and generated sweeping buzz across the internet, with thousands of cigar enthusiasts discussing who was behind "The Black Band Project" on social media outlets and cigar-industry message boards and blogs.
Camacho's Sign-up goals were exceeded by more than 500%.
63% of initial viewers watched the entire four-part web series.
This led to over 500 Twitter updates
Mentions in over 40 blogs and websites
More than 30,000 consumers will sample a Camacho product
The Black Band Project site had over 600,000 views and 125,000 unique visitors.
The Black Band Project was so successful that it was closed 4 weeks earlier than planned after reaching its maximum number of participants.
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We exceeded all expectations. I tell people, it's as if we ran into a room where the whole industry was, set off a truck load of fireworks and ran out the door. People were astonished, confused, enthusiastic and most importantly, wanting more.' The project took the industry by storm and dominated blogs and chat forums across the country in one fail swoop. It was a complete takeover.
Dylan Austin, Director of Marketing for Camacho Cigars
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