Launching a CBD start-up's social media presence to create brand awareness
ZoneIn CBD first engaged D2 when they were in a pre-launch, start-up phase. Their integrated campaign had to be budget-focused, yet achieve the highest rate of return in terms of KPI, which included building brand awareness, differentiating ZoneIn's products and company in a saturated CBD marketplace, and positioning ZoneIn as a thought leader and part of the community.
Social media launch
D2 created ZoneIn's social media presence on various platforms, including LinkedIn, Facebook, and Instagram. We built their online branding, templates, and created an editorial calendar. We managed content development and curation, posted updates, and managed the analytics to measure not only which posts generated the most engagement, but how much traffic was driven to their ecommerce site. As a start-up, brand awareness was important, but generating sales was a key factor in order to support the ongoing growth of the company.
Social media analytics allowed us to determine which posts and formats worked the best in terms of likes and shares. This drove further creative asset development and the continued increase in followers across all channels. Once the baseline was created and a social media plan developed, we trained ZoneIn staff on posting so they could share personal photos and experiences using their product. We measured their online performance against key competitors and provided analytics on social media, web traffic conversions, and product interest.
ZoneIn established a foundation of loyal followers and customers. They used this information to expand their product portfolio and increase their geographic spread to the rest of the PNW, and eventually nationwide.