Sunsoil CBD: Positioning | D2C | Brand Film | Paid Social | Digital Content | Retail Marketing
As pure as the earth
Navigating a Highly Regulated Media Market to Drive Sales
Chosen for its nutrient-rich Green Mountain soil, Sunsoil CBD was founded in the Northeast Kingdom of Vermont. Every seedling is grown organically from the ground up and harvested by hand. With the CBD market exploding, we were asked to differentiate Sunsoil from the competition, increase awareness, web traffic and purchase intent among potential customers. Because of market restrictions, any channel most brands would include in their strategy was off-limits. All for weed that doesn’t even get you high.
SOLUTION
We knew all we had to do was tell their story. Because unlike the others, Sunsoil had a story worth telling. All we needed to do was find a place to tell it. We started by identifying two core audience targets based on the top two reasons people use CBD (anxiety and arthritis), helping to focus contextual ad placements in relevant content. A combination of addressable video, geo-fenced sequential display messaging, search, contextual targeting and location-based retargeting were used to reach our target.
RESULTS
The campaign drove the highest level of in-store and e-commerce sales since the brand launched.Through a pre- and post campaign survey, we saw a 50% increase in brand awareness. Purchase intent: we saw a 110% increase in “extremely likely” for regular users. 60% increase in “extremely likely for irregular users. 122% increase in “extremely likely” for never purchased.