Founded in the late 1800’s, the Grandpa Soap Co. had established a distinctive brand presence among devoted users of natural/organic bath products. But a new generation of shoppers had limited awareness of its product line, and recent entries made the category increasingly more competitive. With the company gearing up to launch a revolutionary line of CBD personal care products, the marketing team knew they needed an avenue to reach new shoppers, especially younger females, who are increasingly interested in the benefits that functional ingredients like CBD can offer. In advance of the rollout, the brand needed some major buzz – and an audience that they could market to directly when the CBD line hit store shelves.
Freeman Communications was tasked with developing a shopper activation campaign, targeting predominantly young females with an interest in CBD, eco-tourism and natural living. The hook? Opt-in to Grandpa’s Land and Legacy Sweepstakes for a chance to win cool natural lifestyle products. Freeman managed a full-scale social advertising campaign, as well as partnerships with 10 of the top “eco-products” influencers on Instagram. Additionally, we incorporated a strategic cause component to encourage engagement and goodwill – for every entry, the Grandpa Soap Company planted a tree, through a partnership with OneTreePlanted.