NOW OR NEVER
Charlotte’s Web had an opportunity to lead the growing and highly fragmented CBD market. If they didn’t get out in front, they risked becoming just one among many. It was their now-or-never moment.
launched education center
building trust and hope
site traffic increase
Charlotte’s Web had an opportunity to lead the growing and highly fragmented CBD market. Due to the constraints of advertising policies on major ad and social media platforms, Room 214 had to think differently and experiment often. If Charlotte’s Web (CW) didn’t get out in front, they risked becoming just one among many. It was their now-or-never moment.
In a landscape filled with “lookalike” branding and broken promises, we applied a unique Jobs-to-Be-Done framework that gave a deep understanding of the CBD consumer. Among key insights, we found that trust was eroding in mainstream pharmaceuticals, so we positioned CW in direct contrast to Big Pharma and focused on building trust and hope with an emerging target audience.
Instead of just playing the ad game, we focused on creating educational content that answered questions and increased conversion. And we delivered campaigns that empowered CBD users to share their personal stories of transformation to drive advocacy. Our work set CW apart as a category leader, and resulted in record sales.
- 4x return on ad spend
- 64% email marketing revenue increase
- 25% traffic increase and 15% revenue increase
- 30%+ more likely to convert on education traffic
- Award-worthy impression levels
It’s not too often you are able to exceed expectations, but you all did that. You all knocked it out of the park. I appreciate the pushing, I know people were working late hours and the amount of effort that went in to push us to think differently is great — that is why we’re doing what we’re doing to think different about the category.
– Bo Becker, VP of Marketing, Charlotte’s Web