IQOS UGC Toolkit

I IQOS Because…
UGC activation toolbox
January 2021
Disclaimer
Reduced Risk Products (“RRPs”) is the term PMI uses to refer to products that present, are likely All the concepts are aimed exclusively at adults (minimum 18 years old) who would otherwise
to present, or have the potential to present less risk of harm to smokers who switch to these continue to smoke (LAS) or use other nicotine products (LAU).
products versus continuing smoking. PMI has a range of RRPs in various stages of development,
scientific assessment and commercialization. Our RRPs are smoke-free products that produce an Any mentioning of consumers, customers, members, users or smokers mean legal age (minimum
aerosol that contains far lower quantities of harmful and potentially harmful constituents than 18 years old) smokers, who would otherwise continue to smoke or legal age users, who switched
found in cigarette smoke. from cigarettes to IQOS.
This material is strictly confidential and should not be shared nor distributed internally or “Acquisition” means efforts to switch LAS from smoking cigarettes to RRPs or to convert LAU
externally except to those PMI employees and/or consultants who need the material in order to from competitors’ smoke-free products to PMI’s RRPs.
perform their tasks on behalf of the Company.
“Retention” means efforts to deter a LAU from going back to cigarette smoking or from
This presentation includes examples of and/or references to potential research options and/or choosing a competitors’ product instead of PMI’s RRPs.
hypothetical product communications assembled solely for internal, exploratory RRP research
and development purposes. The information in this document is to be used exclusively for the
purpose of commercializing RRPs. All third-party brands, trademarks and materials are used solely as illustrations and not for any
commercial purpose.
This material was developed as internal concept only and is subject to review at market © 2020 Philip Morris Products SA, Lausanne, Switzerland.
level, including Law and CA, before execution.

2 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

Scope of the document
Many LAU’s have made a better choice than continued smoking by switching to IQOS. Leveraging and
relating to our LAU’s testimonials is key to inspire other LAS’s and LAU’s.
Key
This is why as part of our new brand campaign, we will engage in a dialogue with our LAUs. We will do
so by encouraging, collecting, and showcasing their content (User Generated Content) on our owned
channels, through different call to actions.
principles But please note that we should never encourage LAS/LAU to start generating content about IQOS RRP
products on their private social media account and/or on non age-gated channels.
about this The submission of LAU’s UGC covered in this playbook relates only to PMI’s owned channels e.g.
iqos.com, CRM, IQOS social media accounts and other official age-gated platforms.
document For more information on the legal guidelines to follow, please refer to the social media guidelines
link here and to the UGC curation guidelines.
3
Table of content
Strategic framework 5
Consumer journey
Millions of users. Millions of reasons.
Why UGC?
What are we doing differently this time?
A two phased activation
Our concept: “I IQOS Because…”
Copy direction and construct
Touch points overview – phase 1
High-level activation timeline
Additional UGC content
Preparation 22
What’s in it for us?
Six steps to prepare your UGC activation
Step 1 – Selecting initial content
Step 2 – Activate the competition landing page
Step 3 – Update the community tab
Step 4 – Agree incentive structure and winner protocol
Step 5 – Agree internal ways of working and content schedule
Step 6 – Prepare your launch communications

Table of content
I IQOS Because… calling for submissions 33
Activation phasing
I IQOS Because… what we ask our LAUs
Framing the CTA and CTA examples
Opening the call for entries on social media
Continuing engagement through social media
Dark market social media examples
Other market social media examples
Opening the call for entries email
Follow-up email
Few days left email
Winners announcement email
Celebrate and amplify
Choosing testimonials for amplification
Choosing photographs for amplification
Example of a 360 amplification
Keep your community engaged
CRM – Activation email plans and templates 55

Brand email strategy
UGC email strategy
Opening the call for entries email
Follow-up email
Few days left email
Winners announcement email

Table of content
Style Guide 64
Key brand colour

Core colours
AA accessible colours
Quotation marks colours
IQOS Sans font
I IQOS Because… lockup
Typography – community tab
Quotation mark placement
Instagram templates
Email templates
Landing page template
Community tab template
Hub photography
Hub testimonials
Content library
Contact details
Competition rules

Strategic
Framework

Working together, not in isolation, across the Consumer
Journey
Category education & misconception
Learn Try Buy/live
LAS unaware LAS aware LAS interested New LAU Hesitator LAU Established LAU
Informational assets* Category Motivation
IQOS
Brand moments
Brand
8 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only * Images for illustration purposes – under development with markets
Journey
Learn Try Buy/live
Brand moments
Product Communications
Product discovery Relate and convert Consumables and accessories upsell & cross-sell
Journey
Learn Try Buy/live
Brand moments
Product communications
myIQOS
Try & buy Supports their first steps Rewards & inspires
Journey
Learn Try Buy/live
Brand moments
Product communications
myIQOS
Try & buy Supports their first steps Rewards & inspires
UGC content UGC participation
Inspires and convinces Re-engages our audience
Millions of users. Millions of reasons.
And we want to hear everyone of them
IQOS allows LAUs to immerse themselves in the things they love. They feel
proud of the changes they have made and there inevitably comes a defining
moment that makes them realise: this is why I use IQOS.
The TOGETHER. FORWARD. brand campaign is a celebration of these

moments, big and small. It is a promise from our brand to LAS and LAU
that those emotional rewards can be theirs, with IQOS as their companion.
But it is not for us to write our users’ stories. We are inspired by them, and
they in turn are inspired by each other.
In hearing and sharing these stories, together we can help LAS make the
switch to IQOS and promote advocacy with our LAUs.

Why User Generated Content (UGC)?
We already have a community of IQOS users who are proud to share their loyalty and passion for our brand and
products. Why is it important to cultivate and nurture this direct relationship with those who are willing to share
their IQOS stories with us?
01 02 03 04 05
It creates direct consumer It further strengthens our It allows us to collect insights It’s an opportunity to capture It builds credibility for other
engagement and helps them growing communities, helping from consumers, understanding word-of-mouth by having LASs by showing our community
identify with our brand. us deliver on our mission to what resonates and matters to consumers formalizing why of LAUs who love our brand.
replace every cigarette for them. they’ve made the switch.
smokers who would otherwise
continue to smoke.

What we are doing differently this time?
Our ambition is to start co-creating marketing material with selected users from our UGC community
in 2021 and build our next brand campaign together.
A B C D
First UGC activation A single concept that can A common set of standard A standard global platform
that is natively part of a be used by any market to activations to continually making it easier to activate
broader brand bring the campaign to nurture your local IQOS and to collect submissions
campaign. life. community on our into a global UGC
platforms. repository.

A two phased activation
Phase 1: UGC content capture Phase 2: Showcasing users in our next

brand campaign
This toolkit Future toolkit
WHAT: Invite LAUs to share the reasons they use IQOS with us, WHAT: Close the engagement loop by inviting some users identified in Phase 1 to
through a number of activations and techniques. become a voice for the brand. Some users might be invited by a professional team to take
part in the documenting of their story through branded key visuals and short testimonial
films.
Reach out to Direct users to the Reward Amplify

Engage with Work with Air content
consumers community tab and contributions selected consumer
selected users selected users to co-created
and ask for display UGC through social contributions
and present our co-create brand with real users
submissions content recognition / on various owned
phase 2 concept material
prizes where channels
to them
possible
Create, grow and nurture Build credibility

a community of IQOS users. and brand authenticity.

Our concept: “I IQOS Because…”
I IQOS Because… is an extension of the brand campaign designed to capture the voice of
adult consumers across all markets.
Serves as a framework to guide users on It inspires stories of pleasure, progress and

the nature of testimonials we look for. belonging through LAU voices, echoing
our brand pillars.
It is a celebration of the real, human It can be adapted across dark and

impact of our brand. unrestricted markets alike.
It reinforces the brand campaign’s “I

It can be used across Phase 1 and Phase 2
IQOS” construct in line with
of our activation.
guidelines.

Copy direction
and construct
I IQOS / We IQOS construct legal guidance. The phrases ‘I IQOS’ and ‘We IQOS’ should never be used on their
own and the phrases ‘I IQOS because…’ and ‘We IQOS because…’
should only be used in relation to this particular campaign unless IP
The word IQOS should be approved. No “I IQOS/We IQOS”, “I IQOS Because/We IQOS
distinguished from Because” should be used with hashtags.
surrounding text by using The phrases ‘I IQOS because…’ and ‘We IQOS because…’ should
only be used in relation to IQOS branded products.
capital letters, or a clearly
The use of ‘I IQOS because…’ or ‘We IQOS because…’ in the title
different style or font. needs to be contextualized and counterbalanced by the use of ‘I use
IQOS’ or ‘We use IQOS’ in at least one iteration in the same asset.
For example by adding the wording “Share your story about why
you use IQOS at iqos.com” to one of the paragraphs/ frames.

Copy direction
and construct
In addition, apart from the title we must make sure that we do Any unauthorised uses of ‘I IQOS’ or ‘We IQOS’ (with or
not use IQOS as a verb or noun on any other situation or in the without the word because) by third parties should be immediately
notified to the applicable PMI legal counsel so that remedial
body of any text. For example, “Why do you IQOS?” should
action can be taken. This not only includes use by competitors
be replaced with “Why do you use IQOS?”. but also use in the media, printed publications, dictionaries,
industry glossaries etc.
We should limit campaigns that use ‘I IQOS because…’ and
‘We IQOS because…’ to a maximum of 2 years.
Use of ‘I IQOS’ and ‘We IQOS’ (with or without the word

because) should not be permitted by third parties without
PMI’s express written consent and any such use shall be in
accordance with our directions.

Touch points overview – Phase 1
Call for entries competition page Community tab Amplification of UGC
Social media Social Media
£ Paid Media
Email
Email
IQOS.COM IQOS.COM

High-level activation timeline
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Brand campaign
launch TOGETHER. FORWARD. brand campaign
Step 1: Pre-launch prep Step 2: Incentivised activation Step 3: On-going engagement
Prepare launch materials competition period Break and prep Activation 2 Break and prep Activation 3
Activate competition page

The initial activation is designed to capture rich, 25- Continue to invite engagement with on-going
Update community tab word testimonials and photos/videos. community briefs*, hosted through social
channels and emails.
Define prizes and rewards There is a chance to win for participants.
For each brief, provide examples of the type of
Agree ways of working Comms strategy: content you wish to capture.
UGC activation launch
• Announcement on day 1
• Prompt / re-encourage halfway through Incentives are more optional in this stage.
promotion
• Publish entries through social media throughout
• Announce closing
We recommend that you launch the UGC activation between 4-6 weeks after the launch of the brand campaign in your market.
*These additional activations can be found in the UGC section of the social media toolbox.

The remainder of the UGC content is
available in the dedicated UGC toolbox.
Click Here to access it.

Preparation

What’s in it for us?
How LAUs benefit from How we benefit
participating as a brand
Feeling the belonging associated with being part of a A bank of written and image content that speaks truly to our
community united by progress – supporting and supported brand and product attributes, to be deployed throughout our
by millions of IQOS users worldwide. communications ecosystem.
The knowledge that their story could help someone else on Drive consumer engagement with our brand on emails and
their journey. social channels, fuelling connections and building our
communities.
The possibility to be selected and featured on the IQOS
community tab or website. Collect insights into our consumers’ attitudes, preferences,
concerns, experiences, and achievements.
Transactional incentives depending on market:
• Prize draw to win one of [quantity] prizes
• myIQOS points reward

Six steps to prepare your UGC activation
01
Select initial content to
02
Activate the competition page on
03
Update your community tab,
launch the activation. IQOS.com/IQOS Club. including submission form.
04
Define prizes / incentives, and
05
Agree roles and ways of working
06
Prepare your launch
agree timelines. on content publishing selection communications.
and publishing.

Restricted not “dark” in brand toolkit
01 Dark market examples

Selecting initial content
You will need between 25-30 pieces of initial content (written testimonials
and images) to be used in launch communications, before you have captured
any new UGC from this activation.
Typically we recommend a split of 8-10 user testimonials and 15-20

previously submitted user pictures (can be either with people or device only
depending on your market archetype).
Other market examples
On slides 78-81 you can find our selection of content we’d recommend you
use. This is of course subject to your own market specificities and you are
free to select other pieces that would fit your market better, as long as you
make sure that you are using real user generated content in line with the
guidelines.

02
Activate the competition page
on IQOS.com/IQOSClub
In order to have a space where your community and participants can find
clear information about the UGC competition, we have created a
competition landing page.
This page includes an inspirational video (I IQOS), and explains the

competition, the mechanics, the rules and links to the terms and conditions.
It can easily be activated on IQOS.com and/or on your IQOS club depending

on your market website infrastructure.
All texts and visuals of this page are available at [XXXX] and can be used
for transcreation.

03
Update the community tab
To ensure a consistent look and feel in line with our brand campaign, we will
have to slightly update your community tab.
The building blocks of the new layout have already been provided to the
global digital team. You will however need to provide:
• Transcreated copies for the header

• Your selection of testimonials you want to see featured
• Your selection of images or videos you want to put in
• Update the “submit your story” form to ensure content requirements are
clear
Please account for 2 weeks from the date all elements have been provided to
the date you will be able to go live with your updated community tab.
Note that the activation of the community tab is subject to your website
launch date.

Other market vs. dark market
community tab
Other markets Dark markets
Show adult users content Show product related content

The community tab is an extra plug-in to your website or IQOS club site provided to
markets by a global vendor called Wyng. If you don’t have it already, please contact your
regional digital hub for guidance on how to implement it.

Example mechanics
04
Agree incentive structure and
winner protocol Prize draw – every valid
submission enters
The number of participants is directly connected to the effort we ask to

share a content compared to the final incentives they can win.
You will therefore need to define what incentives will be awarded,

appropriate to your market legislation and the engagement level you Judging panel – only submissions that are
want to get. published are entered in the competition
(you will need to be clear about judging
criteria if this is the case)
The complexity should always be perceived as lower than the
incentives if we want users to participate to the competition.
We encourage you to select prizes that have a clear connection to our

brand and products.
Automatic – every valid submission gets

something (e.g. myIQOS points)

Guaranteed reward, Mid value reward, High value reward,
automatic win. medium chance to low chance to win
win.
Discount on ecommerce or High value travel prize, …
myIQOS reward points.
IQOS devices, events,
accessories, …

05
Agree internal ways of working Suggested process:
and content publication schedule 01

All entries reviewed in back end of community
tab on a daily basis.
Legal review for conformity with marketing rules

02
and local law.
Agree who will be responsible for reviewing and publishing
content on the Community tab page. You will need to align All appropriate submissions published on the tab
with your local social, website, legal and EA teams to agree 03
weekly. See guidelines section for how to select
how and when you will review and publish content in each testimonials that are appropriate and align with
channel. the campaign objectives.
Agree with social team how to identify users’

contributions that can be published throughout the
04 campaign and used as call to action for more
entries. This should be developed around the
social content calendar relevant to your market,
but include at least one post per week for the
duration of the campaign.

06
Prepare your launch
communications
We recommend a suite of four email communications:
•Launch
•Reminder
•Few days left
•Winner announcement
These can be found on pages 50.
But most importantly make sure to co-ordinate communications within the

wider CRM calendar, taking into account any brand, category or product
comms, to avoid over communicating or conflictual communications.

I IQOS Because…
calling for submissions
Activation phasing
The UGC activation should be timed to launch approximately 4-6 weeks after the brand campaign goes live, to
give TOGETHER. FORWARD. and I IQOS time to gain awareness and traction.
The first activation we ask you to run is the “I IQOS Because…”

testimonials one. In order to then keep nurturing your community, we Last but not least, be sure to only run one activation at a time to avoid confusion and to
have also suggested some other activation types that you could also leave a break of 4-6 weeks between each activation.
run to complement it later on.
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Activation Live period Break

Continuously publish entries on hub & social Leave 4-6 weeks between activations
Launch and call Reminder / follow Closing Close competition Showcase winners Dispatch prizes
for entries - up soon (if relevant)
Update hub copy Update hub copy
Email Email Email Email Email
Social post Social post Social post Social post Social post

I IQOS Because…
What we ask our LAUs:
01 02 03 04 05
Stories in 25 words and an We recommend requesting You should aim for the bulk Requesting both types of In dark markets, the call to
image that illustrate the that users upload both a of the content to be story-led, content where possible would action should be phrased to
reasons why they use IQOS, story and image or video*. but with enough aspirational mean that the content editors encourage appropriate and
submitted through the tab. imagery to keep the tab can choose to publish either or more product-led submissions.
looking interesting and both.
authentic.
*If this feature is active by the time you

35 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only launch the activation.
Framing the CTA CTA examples
It’s important that we invite submissions that Share your story to support change:
•
best illustrate our brand attributes (or product Be an inspiration for adult smokers ready to switch
• See how your IQOS story can make a difference
benefits in dark markets). In order to do that, • Inspire change by sharing your IQOS story
when inviting participation, you should
always: Share your story for a chance to win a prize:
• Share your story to WIN exclusive IQOS prizes
• Use testimonials as stimulus to illustrate the type of • Share your story for your chance to WIN IQOS points and
accessories
story / moment we want to hear about (use the
initial content).
•
See other inspiring reasons
Show a balance of pleasure, progress, belonging
and product-led stories • Feel inspired by true IQOS stories
• Hear the real reasons why we use IQOS
• Use language that lends itself to capturing
• Meet the millions of adult smokers who’ve moved forward with
emotional rather than functional content where IQOS
possible
• Discover millions of reasons to switch to IQOS
• Join the community of IQOS users whose stories can inspire you

Opening the call for entries on social media
In these first communications, you should use the initial content that you selected or
created in the preparation phase.
Use this ending when wanting to promote the prize

All social media executions can be found in the social directly on the asset. Add terms and conditions related to
the incentive.
media toolbox.

Continuing engagement through social media
Throughout this period, you should also highlight real submissions in social media posts,
inviting engagement around the stories and repeating the call for entries.
The caption posted along with each submission should:
01 02 03
Make it clear that this is a real Invite participation Include a question that
IQOS user’s story on the community tab encourages engagement on the
post around a brand pillar if
possible.

Example A: dark market continuous engagement
Caption
For some it’s the IQOS design, for others it's about having no cigarette smoke smell. There are many
reasons to choose IQOS, what’s yours? Tell us why you use IQOS at iqos.com.
This product is not risk-free. It contains nicotine, which is addictive. Only for use by adults who would
otherwise continue to smoke or use nicotine products.

Example B: other market continuous engagement
Caption
For some it’s IQOS design, for others it's about having no cigarette smoke smell. There are many
reasons to choose IQOS, what’s yours? Tell us why you use IQOS at iqos.com.
IQOS is not risk-free, it contains nicotine which is addictive. Only for use by adult who would
otherwise continue to smoke or use nicotine products.

Opening the call for entries
email
The first email should be launched with the opening of
the competition.
Its objective is to drive awareness amongst the existing

database of LAU’s that the competition is now open.
It explains the objective of the competition, the “brief”

for the UGC competition and the prizes / incentives
participants can win.
All email templates including suggested copy can be found in

the CRM section of this toolbox

Follow-up email
One or two weeks after the launch of the competition is a
good time to launch your follow-up email.
The purpose of the email is to remind our database of

LAU’s of the competition, and trigger their creativity by
showing some initial pieces of UGC received in the first
week.
It is also an opportunity to remind them of the prizes /

incentives participants can win.


Few days left email
The last week of the competition is a good time to send a
last call for submissions.
At this stage you should have received a significant volume

of UGC and should have plenty to select from in order to
show some inspiring and engaging pieces received so far.
Repeat once again the prizes / incentives that participants

can win and make clear that there’s only few days left!


Winner announcement email
Your last email should celebrate the winners.
Try to showcase what the winning pieces are, who sent

them and most importantly what people won.
It’s also a chance to invite people once again to visit the

community tab and be exposed to all the amazing
testimonials, pictures or videos received.


Celebrate and amplify
Now it’s time to select some UGC pieces for The most engaging content:
amplification throughout your owned and paid channels.
• Has an emotional context
You shouldn’t be waiting until the end of the competition
• Is well-produced, but feels authentic
to start amplifying the UGC pieces submitted. But if you
decide to do so, by then you should have collected a • The role of IQOS must be clear in making that moment possible
substantial volume of inspiring, authentic and relatable
content you can now use. • Links to a pleasure, progress, or belonging brand pillar
It’s important to choose testimonials and imagery that • Or (dark markets) highlights a product benefit e.g. no ash, smoke, less
smell
reinforce our brand values, but that will also be engaging
and inspiring to LASs and LAUs. • Make sure to consistently adhere to the regular UGC guidelines

Choosing testimonial stories for amplification
Do Don’t
There are many advantages of

using IQOS – but the most
striking one is that I tried
another normal cigarette 2
weeks after switching to IQOS.
Now I can imagine how mercury
tastes.
Links to our brand campaign Benefit of IQOS not clear

Clear and simple Key message difficult to understand
Inspiring or factual Focusses on the negatives of smoking

Do Don’t
@Marina, Slovakia
Well produced but authentic Low quality picture

Interesting placement of the device Difficult to see the device
Nothing to divert the attention Teddybear is in breach of our curation guidelines

Do Don’t
@Vanessa, Switzerland
Well produced but authentic Face is cropped

Device is visible No moment or emotion other adult users can relate to
Situation represents our brand’s values and attributes

Example of a 360o amplification
Social media Website Emails Paid
More social media More website More email More paid

examples here examples here examples here examples here

Keep your community engaged
Once the campaign has been introduced to IQOS users, you should continue the dialogue by proposing to your
IQOS community a series of diverse briefs on specific themes relevant to your market. They should reflect on what has
changed when they switched from continued smoking to IQOS, and how they can help LAS’s who would otherwise
continue to smoke to switch.
These additional activations can be found in the UGC section of the social media toolbox.

CRM – activation email plans
and templates

Brand email strategy (LAU)
BRAND CAMPAIGN
• Drive awareness of IQOS values and aspirations through relatable stories

• Drive consumer engagement
Trigger Interest • Establish ‘I IQOS’ structure
• Offer opportunities to participate
• Drive awareness of Sustainability actions
-1w 0 Launch +1 w +2 w +3 w +4 w +5 w +6 w +7 w +8 w
TEASE INTRODUCE BRAND MOMENTS
3 PILLARS PROGRESS PLEASURE BELONGING

STORIES STORIES STORIES
Reveal We offer support on your IQOS We spotlight the newfound We celebrate the collective progress
LAU campaign journey, reassuring you of the pleasures you’re experiencing every of which you’re an active part; you
Unpack the and small moments of progress day - sensorial and social - through and your friends, your family, your
new brand 3 pillars achievable with IQOS. the physical & emotional closeness fellow IQOS users, even your
identity with those you care about the most. environment.
/X2 emails/
/X1 email/ /X2 emails/ /X2 emails/
UCG
Opening call Few days Winners

Follow-up
for entries left announcement
*Brand emails should be sent to LAU, excluding STARTERS.

Email UGC strategy
UGC
01 02 03
Motivate UGC testimonial Collect audience stories Share winners
generation
Share UGC to inspire and nudge Invite to IQOS Community
Drive awareness and participation for participation
to competition

UGC email strategy
Launch 1st Reminder 2nd Reminder Winners

Drive awareness of the Send a reminder in case Reminder 1 week before the Announce the winners
competition they missed 1st email submission deadline of the
competition
BRAND BRAND BRAND BRAND

COMMS COMMS COMMS COMMS
UGC UGC
UGC UGC
WINNERS

UGC email strategy
Launch Launch 1st Last Winners

email module Reminder reminder
Drive to the UGC winners

Drive to the UGC competition page webpage
webpage

Opening call for entries
Module
People and
Product version
Consumer Segment
LAU
Objective
INCENTIVE
Email and/ or module to motivate UGC

testimonials generation. Drive awareness of the
competition.
Subject line
Tell us your story for a chance to win
exciting prizes.
60 Filenames:
IH_CT_TogetherForward_BrandWorld_Assets___BW-UGC01_LAU_1en-NA____E-mail_a
Follow up 1st reminder
Consumer Segment
LAU
Objective
Send a reminder incase they missed

1st email
Subject line
Don’t miss out on exciting prizes
Filenames:

Few days left
2nd reminder
Consumer Segment
LAU
Objective
Reminder 1 week before the submission

opportunity of the competition
Subject line
One more week to go – exciting prizes
await!
Filenames:

Winners announcement
email
Consumer Segment
LAU
Objective
Announce winners
Subject line
Congratulations to our winners!
Filenames:

Change to front cover style
Style Guide
UGC activation style guide
January 2021
Existing library of UGC content
Should you want to browse more existing UGC content to launch

your activation, you can visit:
http://oneplace.pmiapps.biz/collab/generic16/GIUGC/Pages/Gallery.aspx
For external access (for agencies and contractors) please use the following link :
https://app.wyng.com/global-iqos-ugc
Password: Voiceofconsumer13
It is your responsibility to ensure that whoever you share this link with is under an NDA and will respect the confidentiality
and restriction related to the use and sharing of corporate material and information

Key contact people
UGC: Valentine Eternod
Brand Campaign: Arsen Kilibaev
Community Tab / IQOS Stories Tab: Davide Vita
competition page: Romain Clovirola / Lauren Francisco
Social Media: Anthony Roux
Emails / CRM: Elena Sava
IQOS.com: Romain Clovirola / Lauren Francisco
Legal for Brands: Yulia Bondarenko
Legal for Digital: Galina Telenkova

Define detailed competition rules
Ensure that the competition rules are agreed and published clearly on the landing page and on
the community tab during and after the prize promotion. The following are a guide to what
you should consider including. Consult with your local legal team for final approval
• Start and end date of prize period
• How to enter, and which types of entry are not valid
• Content publication restrictions
• Specifics of entry, e.g. more than one submission allowed, submitting pictures on top of text increases chances to win,…
• Number of prizes available for conducting a prize draw
• How prizes will be awarded, what are the judging criteria, if using a panel, who are they?
• Exact nature, number, and value of prizes available
• How, where, and for how long their data will be stored in line with GDPR regulations
• How and when winners can be notified; how all entrants can find out list of winners
• They may be subject to social media background checks before their content is published
• Be clear that they may be approached at a later date to participate in further campaigns, but are under no obligation to do so

Suggested competition rules – Needs local legal review
• Our UGC competition is open from date a to date b.
• To enter, upload your content on our platform before midnight local time on date b.
• Winners will be selected within 2 weeks following the competition closure.
• Only the submissions made on our official portal (market to put URL)will count. Other channels are not included in this
competition.
• You will increase your chances to win a prize by submitting both a written testimonial (max 25 words) and a picture or a video
• There is no limit on the pieces of content you are allowed to submit. However, you can only be rewarded by a prize once in this
competition. Other competitions will take place throughout the year where you’ll have additional chances to win exciting prizes.
• Your content must respect all restrictions listed in our terms and conditions document.
• We are reviewing all content submitted before publishing it on our site. However, your submission to the competition is officially
registered once you receive the confirmation email that we have received your content, even if your entry is not published on the
page.
• Our internal jury will award top prizes based on the originality, authenticity and relatability of your submission to our brand and
community.
Bold turquoise text to be edited by the market

Suggested competition Rules – Needs local legal review
• Our internal jury is composed of: one title of person 1, title of person 2 and title of person 3
• Number of prizes available / number of winners selected
• 1st prize value is XXXX, 2nd-5th prize value is XXXX, 5th-10t prize value is XXXX.
• Exact nature and value of all prizes available
• If there is a restriction in the ability of people to benefit from the prize, it needs to be clearly specified. E.g. if
you give a travel away, please specify that the winners will need to have a valid passport to claim their prize.
• Winners will be notified by email by midnight local time on date c; a list of winners will also be made available
on our competition page, XXX week(s) after the competition closure
Bold turquoise text to be edited by the market

IQOS UGC Toolkit

Uploaded by

Document Information

Copyright

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

IQOS UGC Toolkit

Uploaded by

Copyright:

I IQOS Because…

UGC activation toolbox

2 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

4 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

CRM – Activation email plans and templates 55

5 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

Key brand colour

6 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

7 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

Learn Try Buy/live

Informational assets* Category Motivation

Learn Try Buy/live

Informational assets* Category Motivation

Learn Try Buy/live

Informational assets* Category Motivation

Learn Try Buy/live

Informational assets* Category Motivation

UGC content UGC participation

Inspires and convinces Re-engages our audience

The TOGETHER. FORWARD. brand campaign is a celebration of these

12 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

13 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

14 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

Phase 1: UGC content capture Phase 2: Showcasing users in our next

Reach out to Direct users to the Reward Amplify

Create, grow and nurture Build credibility

15 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

Serves as a framework to guide users on It inspires stories of pleasure, progress and

It is a celebration of the real, human It can be adapted across dark and

It reinforces the brand campaign’s “I

16 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

17 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

Use of ‘I IQOS’ and ‘We IQOS’ (with or without the word

18 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

Call for entries competition page Community tab Amplification of UGC

Social media Social Media

19 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

Step 1: Pre-launch prep Step 2: Incentivised activation Step 3: On-going engagement

Activate competition page

20 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

Click Here to access it.

21 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

22 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

23 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

24 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

01 Dark market examples

Typically we recommend a split of 8-10 user testimonials and 15-20

25 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

This page includes an inspirational video (I IQOS), and explains the

It can easily be activated on IQOS.com and/or on your IQOS club depending

26 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

• Transcreated copies for the header

27 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

Show adult users content Show product related content

28 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

The number of participants is directly connected to the effort we ask to

You will therefore need to define what incentives will be awarded,

We encourage you to select prizes that have a clear connection to our

Automatic – every valid submission gets

29 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

30 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

and content publication schedule 01

Legal review for conformity with marketing rules

Agree with social team how to identify users’

31 C O N F I D E N T I A L : Restricted distribution. For the commercialization of PMI’s RRPs only

These can be found on pages 50.

But most importantly make sure to co-ordinate communications within the