CBD Campaign

Year: 2020

Objectives

CBD has long been stigmatized due to its origins in cannabis, leading to a widespread lack of understanding about the significant holistic benefits of CBD-infused products, particularly in skincare and body care. Recognizing a gap in the market, we launched a 7-week limited edition CBD campaign designed to challenge misconceptions and educate our audience. Through our thoughtfully curated brands and products, combined with a rigorous marketing campaign, we aimed to empower our customers with knowledge and access to the therapeutic potential of CBD. This campaign also marked our first strategic effort to drive sales and traffic as recovery began following the initial impact of COVID-19.

Note: CBD has now been classified as a 'dangerous drug' in Hong Kong as of early 2023.

Integrated Marketing Initiatives

Overall Achievement:

Achieved over 80% sell-through during the 7-week campaign from June 29 to August 16, 2020.

Special Activation for This Campaign:

PR

A Media Preview Event was held prior to the campaign launch, inviting 23 editors and 13 influencers to our flagship store to learn about CBD beauty. The event received positive feedback, particularly as CBD was new to the Hong Kong market, and many attendees were eager for fresh experiences after months of social distancing due to Covid.

Editors and influencers attended to explore our CBD brands. — A group of editors and influencers attended the event to explore the CBD brands we introduced and learn about the product benefits.

Press release was distributed to those who couldn’t attend the event, ensuring broader coverage. For prominent publications and influencers with larger followings, we arranged for press gifts to enhance engagement and interest.
A paid collaboration was also organized, leveraging 2 influencers who conducted Zoom interviews with brand founders.

Influencer @jessieli promoted CBD products to followers. — Influencer @jessieli was invited to promote CBD products to their followers.

Influencer @jessicawong_wt hosted a Zoom interview with CBD brand founders.

Invited Forbes editor Katie Shapiro to host a podcast featuring interviews with the brand founders.

Forbes editor Katie Shapiro interviewed CBD brand founders in a podcast.

Results:

181 total coverages
Over 10 million impressions
HK$5 million in ad value (~US$641,198)

Additional Activations:

Social media - 71 posts, 90 stories, 369 followers increase.
CRM - Sent out 9 EDMs during the campaign, covering various topics.
CRM - Organized a sampling program allowing customers to try products and attract new ones. Achieved a 100% registration rate, with 30% being potential prospects.
Partnership - Partnered with hotels, shopping malls, and retail stores for another sampling program to attract new traffic.
VM - elements such as lightboxes, window displays, digital screens, and wall bays were set up in 10 stores.