So, who is HempFusion?
We’re living in a world with a growing market for Cannabidiol (CBD)and hemp-based wellness products, and US brand HempFusion is one that looks to stake its claim at the forefront by specializing in creating all natural, plant-based products and avoiding the use of pesticides, herbicides or GMOs.
HempFusion has diversified its products over the past year, announcing in November that they will expand US distribution in premier retail locations, including The Vitamin Shoppe, Sprouts Farmers Market and ShopRite. One the the newer products making its way into US markets is the HempFusion Energy Capsules and Pouches, made from CBD full-spectrum hemp extract.
Awareness-building with field marketing teams and mobile billboards
To get the word out about this natural and energy-boosting product, HempFusion worked with do it outdoors to launch an integrated field marketing and out-of-home (OOH) media a strategy. This strategy put to work our professional brand ambassador teams and mobile billboards in West Palm Beach, Tampa and Austin, TX from October to December 2019.
Our field marketing teams hit up the hottest events, raising brand awareness and telling consumers all about HempFusion and how their products differ from competitors. Specifically, our teams spoke on the energy products and handed out two-count Energy CBD Hemp Extract Travel Pouches to consumers 21+ who simply wanted to try it out.
Where did our field marketing teams go?
We kicked off the campaign in Austin at the three-day City Limits Music Festival. Consumers flooded the entrance way of, which made it a perfect spot for consumer interaction. Many were surprised that CBD could be used as an energy source, so they were excited to give it a try.
“The fact that HempFusion products are organic means a lot to me. Not all CBD is created equal.” – Cindy, TX
Over in Tampa, the brand ambassadors received a ton of positive feedback from attendees of Tampa Bay Veg Vest, one of the top-rated vegan festivals in US. Much of these folks were right in HempFusion’s target audience of those looking for more natural energy-boosting options. Many were alreay advocates of the brand or had tried other HempFusion products in the past, so they loved getting samples of something they hadn’t tried yet.
In West Palm Beach, the team took on the Palm Beaches Marathon, where the spectators and runners were pleasantly surprised to be offered a sample and promotional card. Many claimed that they had been wanting to try CBD products for sometime but wanted to learn more about its benefits, so one-on-one interactions with our brand ambassadors was a great fit!
“I just saw your big displays on wheels downtown. I’m excited to give this a try!” – Celina, West Palm Beach, FL
In Palm Beach, HempFusion supplemented their “feet on the street” with a mobile billboard campaign during November and December. The campaign ran a tight radius around the events our field teams were at, as well as high-traffic areas throughout the city. To boost awareness of HempFusions other products, the mobile billboard creative featured sleep and stress support CBD capsules.
Samples Distributed: 21,250
The positive reaction was prevalent across all these events, and the strategic targeting these locations proved to be successful in establishing brand recognition in these three target markets.