Plant of Life is a Canadian CBD and wellness brand. The range runs from full and broad spectrum oils to gummies, topical heal sticks, pet formulas, and adaptogens like mushroom capsules and shilajit. Everything is organic and third party lab tested, and the brand sits around calm, sleep, and recovery.
Pillars, tested then doubled down on
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. That gave viewers real knowledge before they reached the product page and carried far more buying intent than the high level posts it replaced.
The meme and trending content earned the engagement and the shares. Giveaways stayed, but we structured them as creator collabs and internal runs built for reach instead of one off sales pushes.
Paid partnerships cut, seeding scaled
The paid partnerships were not returning enough to justify the spend, so we cut them entirely and moved to product seeding. We shifted from mid and upper tier names to small and mid sized creators with a genuine fit and a tighter relationship with their audience. Wellness, yoga and pilates, and pet creators all performed.
We scaled outreach to around 400 creators a month and partner with roughly 20% of them, which took partnership volume to about seven times what it was on a comparable budget.
