OTO

Performance Marketing & Content Production

Standing out from the crowd in unfamiliar territory and navigating Facebook's hostility towards CBD.

01. OVERVIEW

OTO is an innovative brand dominating the luxury CBD market not only in the UK but in Asia, Spain and the US. They combine the power of CBD with wellness, creating high-quality drinks, oils and beauty products. Social Buff was tasked to implement a digital marketing strategy that would build the brand's awareness in the luxury market, whilst increasing customer loyalty and online sales.

SERVICES

  • Email Marketing
  • Graphic Design & Animation
  • Ongoing Content Production
  • Paid Social (FB & IG)
  • Photography & Videography
  • PPC
  • Social Media Management
  • Strategy & Consultancy

02. THE CHALLENGE

The UK has become the world’s second-largest consumer market for cannabinoid products. While paying attention to the general MHRA guidance on making medical claims of CBD products, OTO needed to find a way to connect with audiences within this emerging market. 

Additionally, there is a lot of unfamiliarity surrounding CBD for consumers, which was further hindered by the ad restrictions put in place by Facebook. We had to develop a strategy that communicates the power of CBD in an effective way through every aspect of their marketing; from content to influencer marketing, emails to social ads.

03. THE SOLUTION

The beauty and wellness industries are some of the most competitive, so finding a niche was extremely important. We were able to find a space for OTO by defining the brand’s identity and honing in on what makes it different to any other brand, luxury CBD.

We wanted to elevate the brand’s online presence across digital and social touch-points, we did this by building a content strategy that incorporated a more editorial look and feel, this included a mix of new photography and videography, brand collaborations and influencer partnerships to build a well rounded aspirational brand platform.  

We tackled the issue of having ‘CBD’ on paid social through developing customer acquisition funnels that allowed us to indirectly drive customers to the website without paid ad restrictions. We then focused heavily on generating email signups and nurturing them through engaging email campaigns to convert them into paying customers.

Results-Driven, Performance Obsessed.

4.1%

Engagement rate on Instagram

83%

Increase in total following

764%

Increase in total engagement

1,583%

Increase in link clicks to the online store

18,237

Email signups generated

45%

Email open rate

30%

Increase in average order value

329%

Increase in online sales in 6 months

Related Work