About CBD Living:

CBD Living is one of the fastest-growing global cannabidiol (CBD) manufacturers and distributors, with more than 70 products in 5000 stores and shipping to consumers worldwide. CBD Living’s prestigious in-house scientists use ultrasound waves to break down CBD particles into nanoparticles, allowing the CBD to pass through the blood membrane for enhanced absorption. This proprietary technique leads to up to 90 percent bioavailability, compared to 10-15 percent bioavailability when consumed in a traditional CBD product. From the original CBD Living Water product to CBD gummies, chocolates, freezes, tinctures, vapes, bath bombs and more, CBD Living is constantly innovating to bring the future of CBD to consumers today.

Objectives:

CBD Living was seeking to enhance their direct-to-consumer (DTC) channel growth through digital marketing efforts. Principally, increasing their overall LTV and brand loyalty through advanced lifecycle marketing techniques and increasing their overall SEO rankings to build organic traffic from search engines–while maintaining their overall objective of increasing sales.

<div class="div-block-123"><div><div class="rich-text-block-8 w-richtext"><h4>Grew SMS to</h4><h3>↑9.37% of Overall Revenue</h3><h4>Increased Email Revenue</h4><h3>↑20%</h3><h4>Sustainably Scaled Programmatic ROAS</h4><h3>↑300%</h3><p>‍</p></div></div><div><div class="rich-text-block-8 w-richtext"><p>‍</p></div></div></div><style>.div-block-123 div { flex: 1 1 23%!important; margin-right: 20px!important;

CBD Living

About CBD Living:

CBD Living is one of the fastest-growing global cannabidiol (CBD) manufacturers and distributors, with more than 70 products in 5000 stores and shipping to consumers worldwide. CBD Living’s prestigious in-house scientists use ultrasound waves to break down CBD particles into nanoparticles, allowing the CBD to pass through the blood membrane for enhanced absorption. This proprietary technique leads to up to 90 percent bioavailability, compared to 10-15 percent bioavailability when consumed in a traditional CBD product. From the original CBD Living Water product to CBD gummies, chocolates, freezes, tinctures, vapes, bath bombs and more, CBD Living is constantly innovating to bring the future of CBD to consumers today.

Objectives:

CBD Living was seeking to enhance their direct-to-consumer (DTC) channel growth through digital marketing efforts. Principally, increasing their overall LTV and brand loyalty through advanced lifecycle marketing techniques and increasing their overall SEO rankings to build organic traffic from search engines–while maintaining their overall objective of increasing sales.

Grew SMS to

↑9.37% of Overall Revenue

Increased Email Revenue

↑20%

Sustainably Scaled Programmatic ROAS

↑300%

Programmatic - The Strategy

CBD Living didn't have a programmatic solution in place, so the Hawke team started from scratch. Our team provided expert level recommendations in DSP platforms to run on, foresight on future issues, common hurdles leading up to a smooth launch process, and skillful layering of ad sets at opportunistic times to maximize sales returns while maintaining performance metrics.

Programmatic - The Results

Within roughly 14 days we were live programmatically and broke a 2x ROAS within the first 2 weeks of being live.

We immediately scaled the CBD Living budget by 50%. For the first month of doing business CBD Living saw 3.​57x ROAS in 30 days.​ To put this in perspective, within less than 60 days we were averaging a 300% ROAS programmatically with click-through rates on average of 0.​08% against an industry benchmark of 0.​06%.

The next month we doubled the original budget and haven't seen any ROAS dips, concluding the programmatic channel to be incredibly successful in an unusually short period of time.

Lifecycle - The Strategy

CBD Living was looking to continue growing its successful email channel by delivering more targeted and professionally-designed emails. We focused on developing efficient strategies for automations and campaigns, which generated significant increases and record-breaking revenue performance.

Additionally, they wanted to expand their overall retention marketing while strongly positioning themselves for the future.

Lifecycle - The Results

Email: In Hawke’s first month managing Lifecycle with CBD Living, we were able to grow their already impressive email revenue by 20%. We did this solely while working on campaign strategy, which we helped increase by 26.​48%.

SMS: Hawke was able to help CBD Living utilize SMS marketing to natively reach customers on their phones with relevant, exciting, and exclusive offers. In only our second month, this new channel is accounting for 9.​37% of overall revenue and delivering a 138x ROI.

Overall: During our second month, we used our expertise in lifecycle automation strategy to drive our automation revenue up by an incredible 180.​16%.​ Wanting to ensure all aspects of Lifecycle marketing were on the same trajectory, we implemented Postscript, an SMS marketing platform.

In its very first month, we saw a 75x ROI and the program accounted for 2.​88% of overall online revenue. From there, SMS revenue skyrocketed. During only its second month, SMS revenue rose 245% and was attributing 9.​37% of CBD Living’s overall revenue while delivering a 138x ROI.

Lifecycle Marketing is contributing to more than a third of CBD Living's overall revenue every month, in addition to building brand loyalty.

Final Thoughts

Overall business goals and beginning expectations were quickly met and exceeded, leading the Hawke Team to re-strategize and expand their efforts further, thus scaling budgets faster without compromising efficiency.

When it comes to choosing a DSP platform to run on you'll need knowledge of algorithms and understanding what 1st party data is to make key decisions on who really has the best marketing capabilities. Once you solve that puzzle you'll need expert level marketing abilities to understand how to actually run a programmatic campaign and how to interface between both the client and the DSP partner. What I've learned is that knowing the ideas of marketing aren't enough in an ever changing programmatic landscape. You have to have algorithmic thought processes and really dig deep technically into who your DSP partners are above and beyond the standard digital marketing strategies.

- Kyle Hendershot, Sr. Technical Marketing Manager

Being able to directly utilize two Lifecycle marketing channels to strategize and play off each other leads to larger overall return and a more cohesive plan.

- Matt Garbutt, Sr. Lifecycle Marketing Manager

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