Engaging Content and Social Media Strategies for One of the Largest CBD Companies

Platforms

  • Instagram
  • Upfluene 

What we did

  • Social Marketing Strategy
  • Content Lead Magnets
  • Email Nurturing
  • Programmatic

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The client was facing significant challenges in reaching their target audience due to CBD category restrictions, lacking a cohesive online sales strategy, and having no meaningful customer data due to a siloed retail strategy. They were also struggling with content that failed to engage potential customers effectively, highlighted by a significant content gap produced by their current agency.

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Proposal

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Mediafy proposed a dynamic, holistic approach focused exclusively on Instagram to enhance their digital footprint. The strategy was designed to rapidly grow the company's follower base by engaging followers of key influencers with authentic engagement techniques while delivering high-quality, research driven content to engage and educate the audience, diverting them to Brain’s instagram page.

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Main Objectives

  • Rapidly grow Instagram followers, aiming for an immediate increase of 10,000 followers within the first month.
  • Drive in-store purchases to key Holland and Barrett retail locations. 
  • Obtain key user data not willingly provided by the retail managers through coordinated insert card strategy.

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Strategies implemented

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Follower and Engagement Strategy

Deployed a mix of immediate aesthetic techniques for quick wins and deeper, genuine engagement tactics for sustainable growth.
Social Media Content and Management

Curated a diverse content calendar ranging from educational pieces and scientific narratives to lifestyle and product-related posts.
Content-Led Customer Education and Data Collection

Developed a bite-sized educational content strategy to drive lead-magnet downloads as well as in-store insert cards to collect customer data for segmentation and targeted outreach.

Solution provided

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Mediafy's targeted approach empowered them to shift their strategy towards content that not only educated and engaged their audience but also effectively communicated the product’s benefits. By strategically navigating the challenges posed by CBD advertising restrictions, we were able to drive awareness and sales while simultaneously gathering invaluable consumer insights. This approach ensured that this client could reach their target market with impactful messaging while staying compliant with industry regulations, ultimately strengthening their overall marketing effectiveness.

The result

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Robust Lead Gen and Nurture Funnel

Developed an integrated, multi-touch strategy covering the entire funnel, from awareness to conversion.
Enhanced Social Media Presence

Expanded social media reach through influencer retargeting while positioning the brand as a trusted CBD authority with a review-building strategy.
Manoeuvring Category Restrictions

Enabled in-store user data collection via insert cards and designed cost-effective retargeting campaigns to drive store visits while bypassing CBD advertising restrictions.

Conclusion & Future outlook

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Our strategic approach sets new standards for social marketing in the CBD industry. With the foundations laid for ongoing data collection and customer engagement, the future looks promising for sustained growth and an expanding digital footprint, with plans to explore additional platforms and content strategies to maintain momentum.

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