Launching in Lockdown.
Case Study: HemPūr CBD Products
THE CHALLENGE
It’s May 2020, and HemPur was planning to launch their brand at the end of the month.
Because COVID-19 had locked down retail stores to the public, HemPur pivoted their brand launch to a direct-to-consumer e-commerce solution, instead of the wholesale/retail B2B business model they had been planning.
THE WORK
We kept HemPūr’s launch on schedule alongside a new digital strategy (perhaps with the help of their product).
The marketing effort included a dedicated (but swift!) strategic engagement to adjust goals and evaluate audience attitudes, and concluded in a months-long digital advertising engagement to jumpstart their brand launch. Marketing projects included:
E-commerce website built on Shopify
Monthly digital advertising
Brand voice development
Messaging & copywriting
Product positioning
ROI tracking
Advertising challenge: Advertising for CBD presented a problem, because not many platforms allowed for hemp related advertising in 2020. We located a CBD-focused media agency with one-to-one relationships with their websites (such as Elle Magazine or CNBC). This way, we could trust that the advertisements were not being shown to unsavory locations.
Digital Advertising Examples
To make sure no money was wasted, each of the ads targeted a very narrow audience segment. Instead of solely focusing on demographics (like age and location), we targeted interests. We wanted to find the people who may enjoy a higher-quality solution for CBD, so we targeted interests such as “kayaking,” “fishing” and “yoga.”
“I don’t know what we would have done without Wimbly Stoke. They really helped us change our whole strategy on a dime. We’re experts in our industry, but we’re not tech-savvy! They got us online, making sales, and they are always patient to explain the process.”
- Paul & Lori Knox, HemPūr CBD