Natural EMphasis
Industry: Rolling Paper
Challenge
Revamp their core brands – Pure Hemp and Smoking – using a combination of materials and marketing campaigns that prove engaging whilst satisfying industry regulators (FDA and Health Canada).
Strategy
The marketing strategy comprised of responsive web design, eblasts and artist collaborations. To maximize traffic and email registration all product launches and promotions worked in tandem with trade shows (three to four shows annually) and social contests (product and concert ticket giveaways) to help build email lists required for A/B testing, affiliated marketing and broadcasting industry news.
Outcome
Online conversion rates for Pure Hemp and Smoking increased from 1% to 40% and 1% to 25% respectively within the first year as well as an increase in distributor orders. A marketing strategy leveraging social media had not been executed beforehand so the results needed to be kept in context, nonetheless progress was relatively positive. The important take away was that the intel gathered would later be the framework that future marketing strategies would be based on.
