Charlotte's Web Relaunch
Charlotte's Web had a critical opportunity to secure their leadership in the rapidly growing and fragmented CBD market. I led an agency team to complete their rebrand and successfully relaunch it – to build equity, drive e-commerce sales, expand their retail opportunity, and sustain their advantage.
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Guided by key insights, we positioned CW in direct contrast to Big Pharma, focusing on trust and hope. We developed educational content to clarify CBD misconceptions and launched campaigns that empowered users to share their transformation stories. The work set CW apart, significantly increased visibility and engagement, drove record sales, and ignited their next phase of growth.
Work: Strategy, Platform & Messaging, Integrated Campaigns, UX/UI, Content, Education & Customer Advocacy
Team: M. Kwolek, Director of Insights / C. Sherwood, Account Director / K. Broussard, Producer / C. Clusman, Designer / B. Garcia, Motion Designer / K. Casey, Videographer & Editor
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Key Results: QoQ: 15% increase in revenue, 25% increase in web sessions, 30% increase in conversion, 2M complete video views.
Teaser
Brand Story
Needs sound
“I frickin’ love it. ”
OOH
Brand Narrative
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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.
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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.
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With the help of CBD, Charlotte is now a thriving third-grader who gets to enjoy being a kid.
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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.
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Charlotte’s story is entirely unique and surprisingly universal. It’s our story. And it’s yours too.
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We can’t talk about these stories because of pharma-backed regulatory policy. But the stories are too important not to tell.
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Because Charlotte’s story is the truth. And the truth is Charlotte.
Education Center
Ads
“Feels so authentic. It’s legit.” “So much good stuff here.” “Excited and relieved.” “I’m ecstatic.”
Social