PUNCH SIGNATURE

Punch Cigars is all about being playful, unabashed and jovially confrontational. To support a packaging update for one of their core SKUs, Punch Signature, they tasked my team to come up with a creative and interactive way to get fans in on the fun.

We built The Signature Lifestyles of the Rich and Cantankerous as a way to promote a short sales window, showcase brand personality and grow our email database. It all began in developing a 3D interactive tour behind the Signature life of the brand’s cantankerous mascot, Mr. Punch.

Within this project, my role began in the idea stage and continued through reporting. I wrote the entirety of the web copy, video scripts, emails, banner ads and social that were crafted to support the initiative. Heck, I even lent my vocal chords to play Mr. Punch in all of the program’s videos.

The month-long promotion was a huge success across platforms, boasting:

• 12,926 promotion entries

• Average: 45% email click-through rate | 25% open rate

• nearly 500 new social followers

• and a 23% increase in social impressions.

Below, I’ve included some of the creative we made for this project.

For the full effect, you can still click around Mr. Punch’s house to experience the 3D microsite in action.

Web Experience

But seriously…click around. These screenshots don’t do it justice.

RESULT: 12,969 over four weeks

Emails

I wrote emails in the voice of Mr. Punch to be sent to fans throughout the promotion.

RESULT: 25% email open rate, 45% email click-through rate

Social

I collaborated with a designer to craft nine organic social photos and videos using the 3D microsite to promote our month-long promotion. In each of these, I channeled the frisky and unapologetic voice of Mr. Punch for the first-person post copy.

RESULT: 25% increase in impressions across channels, 494 new social fans across channels