Case study · CBD & Wellness Brand
Organic growth that reaches past the existing audience.
Plant of Life sells through social and email, with almost no paid support. We rebuilt their content around tested pillars and replaced paid influencer deals with a seeded creator program, so reach started landing outside the audience they already had.
Plant of Life is a Canadian CBD and wellness brand spanning oils, gummies, topical heal sticks, pet formulas and adaptogens. It runs very little paid advertising, so social and email carry the business and organic has to do the job paid does for most brands.
Pillars, then a seeded creator engine
We tested in depth education, product awareness, ingredient awareness and casual meme led content. Education was already working, so we went deeper into product highlights and ingredients, which carried far more buying intent than the high level posts it replaced. Giveaways stayed but were restructured as creator collabs built for reach.
The paid partnerships were not returning enough to justify the spend, so we cut them entirely and moved to product seeding, shifting to small and mid sized creators with a genuine fit. We scaled outreach to around 400 creators a month and partner with roughly 20% of them.
Reach doubled in the first month and followers have climbed every month since. Around 60% of monthly activity now comes from non followers, so the content is landing well outside the people already buying. Creator partnerships run at roughly seven times the previous volume on a comparable budget.
