Background
In late 2018, UK PLUG ME’s CEO, Jabs Ahmed, had a visionary meeting with Harry Han, the Vice President of Havens Gift. They shared a bold idea—to revolutionize the UK vape industry by launching an innovative disposable vape product. Though the concept of dominating the UK market seemed ambitious at the time, their collaboration planted the seeds of a transformative project that would soon reshape the vape industry. Fast forward to 2020, when UK PLUG ME was officially formed as a cutting-edge marketing agency specializing in vape marketing. With a mission to redefine industry standards and adapt to the evolving market, UK PLUG ME quickly aligned itself as the ideal partner for the Geekbar launch. Within just three months, UK PLUG ME and Deep Vaping signed a £600,000 marketing deal to propel Geekbar’s introduction into the UK market. Led by Jabs Ahmed as the marketing executive, the agency took on the responsibility to strategically shape and execute the brand’s growth journey from scratch.
Objective
The primary goal was to launch Geekbar as a game-changer in the UK vape market, making disposable vapes accessible to millions of UK smokers seeking alternatives. UK PLUG ME’s strategy was geared toward ensuring Geekbar’s nationwide visibility and rapid growth. The agency aimed to not only achieve immediate brand recognition but also position Geekbar as an industry leader.
Influencer Campaign
UK PLUG ME pioneered an influencer strategy that was entirely new to the vape industry. Leveraging Instagram, the agency engaged a diverse group of influencers from lifestyle, reality TV, and music sectors. These influencers were gifted Geekbars, which they shared with their followers through stories and posts. This approach rapidly accelerated Geekbar’s brand exposure, making it an accessible and relatable product for audiences unfamiliar with vape culture. By tapping into influencers with established credibility across various demographics, UK PLUG ME bridged the gap between vape products and mainstream consumers, setting Geekbar apart as an appealing and popular choice.
Retail Support: Comprehensive Shop Tours
Recognizing that success in the vape industry required a robust retail presence, UK PLUG ME organized extensive shop tours across the UK. These tours involved direct engagement with vape shop owners, retail staff, and convenience store managers. The UK PLUG ME team conducted product demonstrations, hosted training sessions, and distributed promotional materials that highlighted Geekbar’s ease of use and unique benefits. These shop tours went beyond traditional marketing by establishing strong relationships with retailers and ensuring optimal product placement, which led to increased sales and accessibility for consumers. The tours also facilitated ongoing communication with retailers, providing them with ongoing support, training, and the tools to confidently recommend Geekbar to customers.
Car Meets
To create an exciting buzz around Geekbar, UK PLUG ME took the bold step of introducing the product at car meets across the UK—a platform previously untapped by the vape industry. Over six months, Geekbar was showcased at some of the country’s most famous car gatherings, attended by over 200,000 car enthusiasts and consumers. This initiative provided a unique setting to connect with a community that values innovation, style, and trendsetting products. The car meets offered direct engagement with attendees, enabling them to experience Geekbar firsthand. By integrating the product into a lifestyle-centered event, UK PLUG ME associated Geekbar with excitement and originality, resonating with consumers who appreciated both functionality and style.
Music Festivals
Expanding its reach, UK PLUG ME brought Geekbar to two major music festivals with over 60,000 attendees each. The festival setting allowed UK PLUG ME to introduce Geekbar as an alternative to smoking, aligning it with the dynamic and vibrant atmosphere of live music events. Through interactive booths, sampling opportunities, and engaging brand ambassadors, UK PLUG ME positioned Geekbar as an attractive choice for individuals looking to switch from traditional cigarettes to a modern, convenient option. The music festival activation not only increased brand awareness but also reinforced Geekbar as a product that complements active, social lifestyles.
VIP Parties
UK PLUG ME created an exclusive experience for Geekbar by hosting VIP launch parties at renowned nightclubs. Attended by influencers, celebrities, and industry VIPs, these parties provided a premium platform for Geekbar to make a statement. With an elite guest list and an immersive atmosphere, the launch parties generated significant media coverage and social media buzz, sparking interest and curiosity around the product. The VIP events resulted in substantial brand exposure and reinforced Geekbar’s image as a fashionable, convenient alternative to smoking, increasing demand across the market.
Results
The impact of UK PLUG ME’s multi-channel marketing approach was extraordinary. Within just nine months, Geekbar became a global phenomenon, achieving over a billion dollars in sales and dominating the disposable vape market in the UK. UK PLUG ME’s creative and relentless strategies enabled Geekbar to break into the market with unmatched speed and success, establishing it as a trusted and widely recognized brand. The campaign was a testament to UK PLUG ME’s ability to innovate and execute high-impact marketing solutions tailored to its client’s unique goals.
Conclusion
This case study illustrates UK PLUG ME’s expertise in launching new products, crafting strategic marketing plans, and achieving record-breaking results. Through tailored influencer campaigns, retail support, and dynamic consumer engagement at unique venues, UK PLUG ME proved its capacity to drive unparalleled success for its clients. The Geekbar launch not only exemplifies UK PLUG ME’s creativity and adaptability but also underscores its role as a leading force in vape marketing innovation.
This is just one of the groundbreaking campaigns delivered by UK PLUG ME, showcasing our ability to turn ambitious ideas into industry-defining results.