Charlotte's Web is a CBD company from Boulder Colorado. Their origin story, that of a young girl suffering from a severe form of childhood epilepsy, helped drive their original fame, but they struggled in the wake of that initial PR push to continue telling a great brand story.
I was brought in to help drive the next phase of their brand messaging. As thought leaders in an industry they created, we created this first video, "The New Truth" as a rallying cry for the Charlotte's Web family as well as the larger community to help push the legalization of hemp and hemp products.
As we developed new packaging and new products to roll out as part of our larger story, we followed up the initial messaging of The New Truth with this message reinforcing our purpose as a company, to support those that need our assistance the assistance of Charlotte's Web the most.
As our messages regarding our purpose and mission were pushed through the market, we turned our focus to what makes us different as an organization — namely the Charlotte's Web People, Process and Products. The next two videos speak to their amazing cultivation team and the meticulous process they follow to bring their stellar products to life.
As the new brand was being developed, we created hero ad units that serve as print, OOH and in-store retail posters.
In addition, we chose to enter important battleground cities via tailored OOH buys that included bus wraps, bus shelters, and billboards in cities like NYC, DC, MIA as well as specific buys targeting Whole Foods in Austin and Amazon in Seattle.
After the rollout of the new brand, it was time to turn our focus to specific communications programs designed to drive sales. The first of which was "Our Season of Giving" a holiday themed campaign to drive awareness of our Corporate Social Responsibility and to give credit to the hardworking employees of Charlotte's Web who help our community find wellness every day.
As we turned the page on 2018, it was time to launch our second campaign. Entitled "Rebalance," the campaign focused on assisting our loyal consumers in body, mind and spirit by adding additional elements to our product offering.
Our belief is that a new year does not necessitate a "new you," but rather, optimizing the things you need to do to be the best version of yourself. So our focus became how we can go beyond the healing properties of our products to help our family do just that.
By creating partnerships with Intelligent Change and offering their famous Five-Minute Journal as part of a product bundle, and free access to Brain Turk an online mental game site, we provided our consumers with additional ways to enhance their well-being. But perhaps the best part of the campaign was in soliciting our new VP of HR, Tamarah Saif, to be a virtual holistic coach for those who wanted the guidance.
By creating partnerships with Intelligent Change and offering their famous Five-Minute Journal as part of a product bundle, and free access to Brain Turk an online mental game site, we provided our consumers with additional ways to enhance their well-being. But perhaps the best part of the campaign was in soliciting our new VP of HR, Tamarah Saif, to be a virtual holistic coach for those who wanted the guidance.