Case Study: 72andSunny gains Gen Z vaping insights and secures funding with Infegy Atlas

72andSunny uses social listening to shine light on trends in a rapidly changing industry

72andSunny, a full-service creative agency, partnered with a public-health nonprofit that needed to respond quickly to the rapid rise of vaping. The core challenge was isolating and understanding the specific audience driving vaping conversations—who they were, how sentiment and behaviors were changing across platforms, and how to act despite limited funding.

Using Infegy Atlas’s social listening and audience filters, 72andSunny built a precise target audience and monitored multi-channel conversations (especially TikTok), uncovering new lingo, black‑market activity and evolving trends. The monthly reports and richer insights gave the client a textured view of vape users (predominantly teens/Gen Z) and helped secure additional funding to combat vaping in that demographic.

72andSunny

Fernando Coronado

Data Strategy Director