UNLEASH YOUR PROTENTIAL

Punch doesn’t have a lot of beginner cigars in their lineup. As such, the majority of Punch fans are true cigar aficionados, and they already know how to smoke like a pro. When Punch Cigars asked us to create a 2022 brand campaign that was fun, engaging and helped grow the Punch database, we knew we had to challenge fans to Unleash their Pro-tential.

To do so, we partnered with true professionals in other cigar-friendly categories: fishing, grilling and drinking. We worked with them to release helpful tips and tricks to teach cigar fans how to fish / grill / brew like a pro.

As of summer 2022, this campaign is still rolling out. I have included a brief outline of my contributions to the first part of the program - fishing - and can speak to more as it launches.

Website UX Copy

My first major contribution outside of concepting was to build out the Unleash Your Protential microsite. I spearheaded all copy development for the website slider, program introduction, partner bios, prizing info and Smoke Like a Pro long-form blogs.

Email Campaign

For each new pro-tip, we send a message to the Punch database to explore what the experts have to offer. While still an ongoing program, my emails are currently averaging a 28% open rate and a 23% click-through rate.

Social Support

As with any promotion, we need to mobilize our social fans to drive promotion entries, web traffic and grow our database. I currently coordinate and write copy for around two organic posts per week in support of the Unleash Your Protential program.