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Case Studies

Happy Hemp

How an emerging CBD brand saw a 35% increase in overall revenue!

Industry
E-Commerce
Services
Email Marketing
Social Media Marketing
Photography

The Problem

Happy Hemp is an emerging CBD brand that was having difficulty getting its products in front of the right consumers online. Working within a tightly regulated digital space, this e-commerce company needed to create lasting brand awareness and begin driving scalable revenue.

A Deeper Dive

A closer look at the challenges

Challenge 1

While the client was seeing sporadic pops in revenue, it was unclear what was driving the success. DR would need to identify strengths, weaknesses, and areas for improvement to create actionable solutions.

Challenge 2

As a young brand, the client was looking to solidify a unique aesthetic. Before starting any efforts, agency-client collaboration would play a crucial role in establishing a brand look and voice that resonates with the target demographic.

Challenge 3

The CBD space is highly regulated when it comes to digital advertising. Extensive research would be necessary to scope out the ecosystem and define a paid strategy.

Challenge 4

Lasting brand awareness is essential for consumer win-back. Staying top-of-mind at all stages of the buyer’s journey – with an emphasis post-purchase – was in need of a creative approach.

Challenge 5

Challenge 5

Challenge 5

The Solution

Our team determined that an omnichannel approach would be key to establishing and maintaining a reputable, lead-generating online presence. Collaboration between social media, email marketing, and custom multimedia content creation would solidify the brand’s look. Programmatic and Spotify advertising would offer cost-effective, upper funnel channels. And influencer marketing would open pathways to new demographics.

Implementation 1

Step 1

After extensive market research, we worked with the client to establish a brand identity that equally highlighted the lifestyle and the products with bright visuals and light-hearted copy.

Step 2

Our Social Media, Creative, and Multimedia teams then crafted a robust content strategy that would include daily posting across platforms using custom photography and design to provide value to a growing online community.

Step 3

From there, our Digital Advertising team implemented Programmatic and Spotify ads – cost-effective, upper-funnel channels – that spoke to the wellness benefits of the products.

Step 4

In an effort to simultaneously win back consumers, we made sure to track all site conversions and deliver an ongoing series of promotions and product education via email marketing. Additionally, re-branded email drip campaigns would automate brand awareness efforts.

Step 5

As the campaign progressed, we engaged influencers of all sizes to help share the Happy Hemp story. This would further awareness and revenue.

Step 6

Step 7

Step 8

Step 9

Step 10

Implementation

Step 1

After extensive market research, we worked with the client to establish a brand identity that equally highlighted the lifestyle and the products with bright visuals and light-hearted copy.

Step 2

Our Social Media, Creative, and Multimedia teams then crafted a robust content strategy that would include daily posting across platforms using custom photography and design to provide value to a growing online community.

Step 3

From there, our Digital Advertising team implemented Programmatic and Spotify ads – cost-effective, upper-funnel channels – that spoke to the wellness benefits of the products.

Step 4

In an effort to simultaneously win back consumers, we made sure to track all site conversions and deliver an ongoing series of promotions and product education via email marketing. Additionally, re-branded email drip campaigns would automate brand awareness efforts.

Step 5

As the campaign progressed, we engaged influencers of all sizes to help share the Happy Hemp story. This would further awareness and revenue.

Step 6

Step 7

Step 8

Step 9

Step 10

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Impact

  • 35% Increase in Overall Revenue
  • 298% Increase in Revenue from Email
  • 1+ Million Ad Impressions
  • 8% Increase in Website Conversions

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