CASE STUDY
Growing Category Awareness Globally Through SEO-led Content
IQOS is a global leader in smoke-free nicotine products, with a presence in over 70 countries worldwide.

Challenge
Operating in a highly regulated industry with a wide range of competing smoke-free nicotine products. Worldwide growth objectives and limited brand recognition.
Solution
Extensive and hyper localised keyword research was conducted to identify the search universe for nicotine users who’re considering new products or smoke-free alternatives. A library of non-branded search terms were identified that captured intent at each stage of the search journey that informed an SEO-led content strategy. Tug Labs’ Intent Mining Tool further enhanced content creation and optimisation against search intent and identified new opportunities for content creation and audience engagement. A library of non-branded search terms were identified that captured intent at each stage of the search journey that informed an SEO-led content strategy. Tug Intent Mining further enhanced content creation and optimisation against search intent and identified new opportunities for content creation and audience engagement.Results
1.3k
1.3k Content articles published globally.
10Mil
10 Million Total impressions to unbranded content globally.
495%
Increase in organic clicks in the last 2 years.
Tug Labs
- Content
- Data
- Technology