Rosebud CBD 30 Day Challenge
I was tasked with creating a marketing campaign that would increase awareness and sign ups to Rosebud’s CBD Subscription program. My goal was to get people to use CBD as a daily ritual or consider it a daily supplement like you would a multivitamin.
In order to help people build this ritual, and knowing that studies show it takes a minimum of 18 days to build a habit, we launched a 30 Day CBD Challenge for the Rosebud community to participate in together to encourage daily CBD use that would hopefully grow into a ritual and lead to regular CBD use.
Tracking Journal Art & Copy Direction
To promote the CBD challenge, for a limited time, we offered a free 30 Day CBD Tracking Journal with all CBD oil purchases for a customer to utilize during the challenge. The journal was complete with tips, basic information on CBD, motivational quotes, and daily prompts for tracking CBD use and its effects on the body and mind.
I planned the content, wrote the copy, and worked alongside a freelance designer to develop the visual layout within the journal and art direct the layout.
I started by providing some design mockups to get things going.
Tracking Journal Design MockUps:
Tracking Journal Final Design:
Launch Photography Creative Direction
I enlisted photographers Ysabella Langdon and Camille Shaw to help us capture imagery to utilize in marketing materials for the 30 Day Challenge campaign.
I supplied style directives and shot lists, and selected final images.
Image credit: Camille Shaw
Image credit: Camille Shaw
Image credit: Camille Shaw
Image credit: Camille Shaw
Image credit: Ysabella Langdon
Image credit: Ysabella Langdon
Image credit: Ysabella Langdon
Image credit: Ysabella Langdon
Image credit: Ysabella Langdon
Image credit: Ysabella Langdon
Image credit: Ysabella Langdon
Image credit: Ysabella Langdon
Image credit: Ysabella Langdon
Image credit: Ysabella Langdon
Email Strategy & Design
I created an email series that was triggered when someone placed an order containing a 30 Day CBD Tracking Journal, guiding the purchaser through their 30 Day Challenge. Filled with tips and motivation, the series was meant to keep challenge participants engaged and encouraged.
Towards the end of the challenge, we offered a promotion to purchase more CBD at a discounted price, and then retargeted participants again with an offer to sign up for a CBD subscription at a discounted price, hoping that participants who had built a successful and impactful daily CBD routine would realize the financial benefits of a CBD subscription.
Initial Campaign Announcement:
Post-Purchase Email Series to Challenge Participants:
Website Update
Utilizing the new imagery, I also mocked up a homepage update and worked alongside our web developer to make it come to life.
