ONE CRAVING AT A TIME
Nicorette® “My Quit”
12-Week CRM Campaign
Agency: Wunderman Health · Client: Nicorette (GSK) · Role: Senior Writer
Twelve weeks. Three sends a week. One job: write a stranger through the hardest habit they've ever tried to break. This CRM program for Nicorette's MyQuit platform, built in partnership with an addiction psychologist, had to do four things at once — sequence content to match how craving and relapse risk actually shift over a quit attempt, personalize every send across three product variants, carry FDA-regulated dosing and efficacy claims without sounding like a label, and hold a tone that never tipped into scolding or saccharine. The cadence itself was the strategy, not just a schedule: twice-daily in week one, when drop-off risk is highest, tapering steadily through twelve weeks as physical withdrawal eased and habit took over.
Day 1 AM (Onboarding)
First send of the program. Sets the tone — encouraging, never clinical — and introduces the two tools used throughout the series: the "What's Your Why" reflection and the Trigger Tracker.
Day 2 PM (Emotional check-in) Names anxiety and low mood directly at one of the hardest points in a quit attempt, rather than glossing over it with generic encouragement.
Week 5: Day 1 (Lapse)
The hardest email in the series to get right — reframing a lapse as expected and recoverable, timed to when most quit attempts actually fail.
Week 6 (Halfway Milestone)
A gamified progress marker built for social sharing — positive reinforcement paired with a built-in referral mechanic.
Week 12 (Final week)
Closing send of the arc. Language shifts from "quitting" to identity: "You're a nonsmoker now."