CAMPAIGN May–June 2026
CASE STUDY:
Smoke Free ×
Marie von den Benken
Cross-channel awareness campaign
for World No Tobacco Day.

143K
Accounts Reached
Total organic reach
7,300+
Engagements
Likes, comments, shares
809
Link Clicks
Direct referrals to the app
18.8%
Engagement Rate
Instagram Reel + Story sequence

What is Smoke Free?
Prescription app for smoking cessation, prescribable by doctors and therapists, covered by statutory health insurance. With community features, a journal function, and support for acute moments.
Campaign Goal
Awareness for World No Tobacco Day. Not a sales campaign, but building trust, reaching new target audiences, and making a sensitive health topic visible.
The Approach: Real Topic, Real Story
Quitting smoking was not portrayed as a simple resolution, but as what it is for many: a complex addiction topic involving routines, relapses, shame, and physical dependency. Smoke Free was not positioned as a product, but as support in the moments when a good intention alone isn't enough. Classical health advertising doesn't reach this audience, because it oversimplifies addiction and ignores shame. This campaign did the opposite.
1
Personal Storytelling Without Ad Speak
The campaign didn't start with a product message, but with a real experience. No before/after, no promises of a cure. A story that couldn't have been invented.
2
Facts Embedded in Context
Smoke Free as a prescription app, prescribable by doctors and therapists, covered by statutory health insurance. The facts were not presented as a bullet list, but as part of a genuine engagement with the topic.
3
A Tone That Takes Addiction Seriously
No “just quit then”. The campaign took the shame around smoking seriously and thereby reached an audience that classic health communication misses.
Channel Strategy
Instagram
Emotional Entry Point
Reel + Story sequence. 18.8 % engagement rate.
Blog
Depth & Trust
Longform text on marievdb.de. Personal story combined with educational content about Smoke Free.
X / Twitter
Discourse & Traffic
Launch teaser + thread. 614 link clicks on a single post — strongest traffic channel.
LinkedIn
Professional Context
Target audience: doctors and pharmacists. Smoke Free as a prescription app in the context of digital health.