Also Organics is a premium, ethically responsible cbd product line for the whole family.
We’ve been a part of the brand’s journey from before it was born – helping to define the brand collaboratively with the partners, consulting as Peck Design Associates designed the brand and product packaging, to leading the product launch into market, developing the e-commerce platform, building the brand out across channels, defining the customer journey, driving the marketing strategy + efforts, nurturing the community and creating ongoing content. With a call to find your balance and reach your full potential, Also Organics is an active brand that stands out in a noisy category.
FINDING THE RIGHT CBD PRODUCT FOR YOU IS EASY AS 1, 2, 3
The CBD market is fairly new and Also Organics offers a wide range of products, in different forms and with different potencies. We identified a need for an easy way for customers who are just learning about CBD to pick the product that will best improve their general wellness. Our solution? A three-step quiz that uses conditional logic and conversational messaging to suggest the product that’s most suitable for any customer’s needs.
A SHOPPING EXPERIENCE THAT’S #UXGOALS
Before we began designing eye-catching webpages and creating a library of beautiful product photography, we built wireframes to lay the groundwork of the alsoorganics.com user experience flow. This process is essential for converting sales, as the customer must be able to easily navigate the site, learn about the various product offerings and make a purchase.
ENGAGE, EDUCATE, CONVERT SALES
There’s a lot to learn about the benefits of CBD. Also Organics had an opportunity to not only become a trusted CBD brand, but to be an educational resource for consumers who want to learn more. The Science page explains how CBD affects your body and offers a full archive of the latest clinical studies and helpful links for customers to dig even deeper.
IT’S ALL CONNECTED
Shortly after landing on the site, visitors are offered a discount when they sign up for the email list. Not only does this incentivize the customer’s first product purchase, it enables us to continue to increase engagement through emails. Subscribers receive weekly content to inform them further on CBD and the products Also Organics offer, along with special promos only subscribers receive.
We let customers visualize how Also Organics will fit into their lives by using a mix of studio and lifestyle photography paired with an aspirational messaging tone. The product photoshoot, shot in our on-site studio by Kris D’Amico, The Vault, allowed us to create a library of assets which we’ve used for website images, media kits, social media, and marketing campaigns. Lifestyle images offer a different perspective, showing the products within the context of the audience’s daily routine.
BRINGING PHOTOS TO LIFE
The use of stop motion has become a distinctive brand asset just as much as a color or tagline. Motion increases engagement by catching the eye of consumer. This visual motif is used in social media posts, emails and digital ads, contributing to a unified brand experience.
STRIKE A POSE
Each product page features several angles of the product, showing customers exactly what they should expect to get when they purchase.
AN ORGANIC AUDIENCE
Lifestyle images represent the products in an authentic way, giving customers ideas of how they can integrate CBD into their lives. We’ve integrated lifestyle images with aspirational brand captions into the AO social media strategy, continuously creating engaging and relevant and uplifting content for consumers.
DRIVING SOCIAL ENGAGEMENT AND BRAND GROWTH
Social media marketing is a huge key to Also Organics’ success. We’ve developed a strong Instagram presence by establishing a fluid social media marketing strategy that is nimble enough to change course as CBD restrictions change. Producing relevant and diverse, yet brand-consistent content across channels, running paid social campaigns, and engaging with micro-influencers with product reviews and giveaways – all supports the engagement + growth. Also Organics’ uplifting and hopeful brand messaging and playful graphics have created a unique brand voice embraced by the social media audience.
A HOLISTIC APPROACH
Each Instagram post and story is crafted individually, as well as within the context of the feed. Stories offer press earned, news, community connections and partners appreciated. Product education, audience connection, seasonal promotions and brand manifesto, make for a diverse and engaging feed. While many posts are planned in advance, sometimes messages need to be spoken with earnest immediacy. We make sure to stay flexible and authentic when creating content that represents the Also Organics brand.
MARKETING ACROSS PLATFORMS
We create cross-platform marketing campaigns to spread awareness of the brand, grow channel followers and the email list, and boost sales. Each digital ad, social ad, story, post or email features a strong and clear call to action, telling the potential customer what they should do next. Seasonal promotions and limited time offers entice action. Digital ads direct customers to the e-commerce site and landing pages, while educational campaigns like blog posts encourage the customer to tap to learn more and move down the funnel.
The Get / Give campaign offered customers a discount and gave them a discount to share with their friends. This campaign promoted positivity while offering an incentive to spread brand awareness.
We wanted Also Organics to stand out among the competition. Knowing that these ads would be placed on a partner site with a light-colored background, the dark blue ads with colorful gummies offer a strong contrast to catch the attention of consumers.
YOU’VE GOT MAIL
Email is an integral part of the shopping experience and a powerful marketing tool. We’ve customized an email for every step of the order process, incentivize and acquire product reviews, built nurture drip campaigns for customers, and build the community with weekly campaigns to educate on CBD and promote products.
CONNECTING WITH YOUR AUDIENCE
Clever copywriting and lifestyle images help to create authentic messages for the Also Organics audiences. With three target audiences across a wide range of demographics, we make sure our visual and written communication is speaking their language.
BUILDING A COMMUNITY
What better way to boost SEO and reinforce your lifestyle brand than with an active blog? Each week we deliver a new SEO driven blog post that’s hosted on alsoorganics.com. The CBD Stories blog is an opportunity to spread the word about CBD’s benefits, weigh in on popular CBD search subjects, and clear up any misconceptions. Hosting the blog on the AO website allows products to be only a click away.
Sending product kits by mail to micro-influencers helps us to spread the word about Also Organics. The box was designed with wow-factor for impressive unboxing videos. They are also supported with an influencer asset pack we created to empower them with everything they would need. A curated list of influencers share their experience and product giveaways through Instagram and other social media platforms, establishing credibility with their followers. The package contains some of the products, enamel pins and a printed info card and note from the founder. Brand messaging is hidden on the inside flaps of the box, revealing the message “it’s your time to shine” when the box is opened.
TRADE SHOW COLLATERAL
A custom tablecloth and pop up banners help Also Organics tell their story at various events and business tradeshows. These materials help educate attendees about their organic line of products and wholesale offerings.
THE MORE YOU KNOW
We made use of pop up banners to explain how CBD benefits your body and explain the benefits of Also Organics product line.
TELLING THE BRAND STORY
A sales materials package was created to help the sales team tell their story to wholesale clients. The package includes a wholesale price guide, one sheet, products card and a product message tag. We also created brand merchandise including a brand messaging tee, polo, patch, track jacket, rolling suitcase and enamel pins to give the sales team a laid back but well-put together look that reinforces the brand, leaving no detail untouched.