Charlotte's Web
Relaunch
strategy, campaigns, UX/UI, content, customer advocacy
(producer K Broussard, editor K Casey, graphic designer C Clusman, motion designer B Walker)
QOQ: 25% increase in web sessions, 30% increase in conversion, 15% increase in revenue
Charlotte's Web came to us to complete their rebrand and lead their relaunch to ensure their future as a lasting industry leader in an increasingly fragmented CBD market.
Based on key insights, we positioned CW in direct contrast to Big Pharma and focused on building trust and hope. We also created educational content to clear up confusion about CBD. And we delivered campaigns that empowered CBD users to share their personal stories of transformation. Our work set CW apart, significantly increased their visibility and engagement, and drove record sales.
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BRAND NARRATIVE
In 2011 Charlotte Figi stole our hearts and changed our lives. Medicine and pharma had failed her; her family was out of options. Helping Charlotte feel better – helping her live better – became our mission. It’s still our mission.
Charlotte fueled our passion in the power of botanicals, drove us to set the highest standards in the industry for quality and consistency, and empowered us to seek a New Truth.
With the help of CBD, Charlotte is now a thriving third-grader who gets to enjoy being a kid.
Her story from struggle to hope compels us to challenge the status quo every day. To push our limits so others can push theirs. To provide access to whole-plant benefits to as many people as we can reach. To insist on transparency and rigor every step of the way.
Charlotte’s story is entirely unique and surprisingly universal. It’s our story. And it’s yours too.
We can’t talk about these stories because of pharma-backed regulatory policy. But the stories are too important not to tell.
Because Charlotte’s story is the truth. And the truth is Charlotte.
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