CBII Social Phase 1

 

The Brief.

CBII is a premium lifestyle CBD brand in the UK that’s an online eCommerce website that sells cannabidiol oil. Their products are crafted in Switzerland and finished in the UK for quality. Create a social media guideline for CBII’s brand.

The objective is to grow an online social presence in the UK market that will drive conversion through organic social.

 

The Workshop.

Coming from a strategy and design background, I started with a Social Strategy workshop for our client where I went through social best practices and worked together on their brand tone of voice, target audience, communication pillars (Wellness, Focus, Happiness & Control) to what they want to communicate on their social channels. The main KPI from the client was, fast turn around and having a consistent design look and feel that would enable more conversions.

 
 
 

The Idea.

We built social media brand guidelines which included bespoke templates for social. Designed for creatives, writers and anyone else who creates social media content for CBII.

We also provided guidelines and templates so their in-house community manager could roll out fresh, consistent content frequently and reactively.

Social media and organic content are key for the launch due to strict regulations around selling CBD products therefore we were not allowed to use paid social. Our strategy focuses on organic through brand partnerrships/influencers, giveaways and UGC content.

 
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The CBII Science Series.

A series of science based facts from experts on CBD. We created an animated series which later became a template for IG posts and stories for every Wednesday posts.

 
 
 
 

The Results.

In 2019 we successfully developed and launched CBII, a premium CBD offering in the UK as a Direct-To-Consumer brand.

Leveraging an existing Magento platform we devised and deployed and end to end digital strategy driving awareness, engagement and conversion across the various personas within the millennial demographic.

In 2020 the brand had extended to Europe and will reach the US by Q1, 21... all going to plan!

  • Launched CBII on Instagram in December 2019, growing 13.3k followers in 14 months. Almost 1k/month.

  • Instagram: Average engagement rate approx. 1.7% (Aug 2020)

  • Instagram: x2 the industry-standard - Health and Beauty

  • CBII highest conversions come from Email, SEO, Amazon and Affiliates.

 

Roles/Credits.

Creative Strategist - Sabina Begum
Creative Director - Sabina Begum
Senior Account Manager - Holly Doherty
Art Director - Sabina Begum
Mid-weight Designer - Scott Meredith
Motion Editor - Tom Jackson
Content Manager/ Insight - Holly Doherty

Services.

Growth Strategy
Branding
Concepting
Art Direction
Digital Design
Motion Graphics
Brand Positioning
Guidelines
Social production

Client.

CBII

Agency.

Noisy Beast

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