Shanlaan Vapor develops user-friendly smoking cessation devices that help consumers around the world #BeFree from traditional tobacco. The startup based in China decided to expand in 2017 to the United States, and needed a U.S. based agency to facilitate the American launch of their brand and new product line, the Laan Lite.
dpgw was contracted to bring the Laan Lite to the U.S. market. By working across digital, traditional, and event marketing dpgw positioned the Laan brand to appeal to mainstream smoking consumers, and accelerated their brand presence in the competitive device market.
• Product Branding
• Print Marketing
• Digital Marketing
• Trade Show Marketing
THE UNIQUE VAPOR MARKET
The heavy regulation around vapor products creates a hyper-focus on digital marketing, one of the few spaces brands are able to advertise. dpgw understood the challenge of creating a voice for Laan in the crowded social space. Through unique creative, strategic influencer advertising, and B2B digital marketing, dpgw brought the both consumer and retailer interest to Laan creating a cyclical demand cycle. Consumers asked for Laans, and retailers had the awareness of the brand to act.
CREATING ACTIVE IMAGES ON SOCIAL MEDIA
dpgw activated the product and lifestyle photography for social media marketing through looped photo-stills that called attention to Laans tagline through "caution tape" creative.
DIGITAL INFLUENCER CAMPAIGNS
dpgw worked with dozens of high profile and startup vapor influencers to create user content for Laan's social media marketing. Through dpgw's influencer strategy, over 100 Laan related posts occurred each week generating 30+ direct messages to the Laan Instagram per day as well as hundreds of website visits.
dpgw recruited the top vapor reviewers on Youtube to complete in-depth product reviews of the Laan system. Youtube is a critical platform for new device companies to build customer trust. Through dpgw's reviewer strategy, consumers received new reviews from their favorite channels on a consistent basis during Laans U.S. launch.
Review by Ryan Hall generated over 300,000 views, and compared Laan Lite to the "Apple" of vapor devices.
Zophie Vapes called Laan one of the simplest devices to used
VapingwithTwisted highlights unique packaging of the Laan Lite
dpgw developed B2B banner advertisements for digital marketing on major U.S. distributor and wholesale websites. These banners generated immediate sales for the distribution partners, and drove retailer traffic to the Laan website.
MEETING B2B NEEDS
Print marketing remains an important element of the vapor industry. Retailers, wholesalers, and distributors rely on sales assets, lookbooks, and branded swag to generate shop interest in brands, and consumer understanding about new devices in the industry. dpgw utilized agency photography and design to develop a number of printed sales assets for Laan vapor including a complete brand book for both B2B and B2C use.
CHANGING THE VOICE OF VAPOR
The intuitive user design, diverse color options, and mainstream appeal of the product was captured by dpgw in product and lifestyle photography that demonstrated the easy, fun nature of the new device.
TRADE SHOW MARKETING
ECC LOS ANGELES
Laan Lites U.S. launch included a debut at ECC Los Angeles, one of the oldest and largest B2B & B2C vapor trade shows in the United States. Positioned in a central booth, it was critical that Laan capture leverage the event to introduce their device to America. dpgw provided trade show sales material, on-site photography, and event videography to support show sales and event documentation for future marketing. dpgw was able to solicit a video testimonial from a major vapor distributor, and captured key business highlights of the event for digital and print marketing after the show. dpgw created professional recaps of ECC for the Laan team to use on their website.
CAMPAIGN FOLLOW UP
After the successful launch of the Laan brand and device in the United States Laan was able to introduce new colorways of their popular lite device.