Our initial challenge was getting creators outside of the health and wellness world interested in CBD. Instead of focusing on the typical CBD consumers, like yogis and wellness addicts, Highline Wellness was more interested in converting people to CBD. We accomplished this goal by utilizing specialized outreach messaging tactics and by collaborating with well known macro influencers to improve credibility.
Who is Highline Wellness?
Highline Wellness is a New York City based CBD oil provider for customers managing chronic pain and stress. The brand believes that everyone deserves access to high-quality, chemical- free CBD oil supplements.
In addition to managing an ecommerce shop, the brand is committed to product personalization and making product knowledge available to all. As such, they debunk CBD myths and offer solutions for anyone who “needs daily support or one-time relief.”
Work with creators to obtain user-generated ad
Highline Wellness originally came to the MuteSix influencer marketing team with the goal of working with creators to obtain user-generated ad content, but when their ad account was disabled and they were not able to utilize their paid social channels, the goal quickly shifted to a focus on generating ROI through influencer and programmatic marketing.
The best tool to manage 1-1000+ influencers. The biggest problem GRIN solves for us is reporting ROI. Being able to connect to Shopify is huge both being able to create personalized discount codes and links at scale and then being able to report based on campaign and influencer.
- Sarah Grosz, Breaking things | MuteSix
Combat the marketing restrictions found on many paid social channels
To reach new audiences and combat the marketing restrictions found on many paid social channels around ingestible CBD, we used display ads on programmatic. With the goal of reaching customers new to Highline Wellness, we built a full-funnel programmatic approach inclusive of lookalike targeting, behavioral targeting, and contextual targeting, in addition to retargeting. We incorporated the creator images we received in banners, which allowed us to quickly generate creative assets and drive engagement with new users.
Maintain business without paid social advertising
By utilizing our influencer and programmatic marketing reams, Highline Wellness was able to maintain their business without paid social advertising while their ad account was disabled. Online sales volume via Shopify increased 27% during the first 2 months of programmatic activity and Shopify revenue increased by 28%.