Category:
Fractional CMO
Client:
Shift Naturals
Shift Naturals is a lightly infused beverage brand, leveraging THC, CBD, and Terpenes to make their drink unique compared to other's on the market. It's handcrafted in Oregon, and they were looking for a marketing partner to help expand their reach across the US. They wanted to ensure their brand was showcased across all their marketing creative, instilling an idea of unwinding, relaxing, and enjoying nature with their flagship product.
(OUR APPROACAH)
Our approach leveraged our knowledge of the alternative beverage industry, while also taking into account what made their product unique. We needed to differentiate them in the alternative beverage market, because they didn't want to be lumped in with drinks that were sold at corner marts and smoke shops. They wanted their beverage to be seen as something that really helped people unwind each day. It wasn't necessarily an alcohol replacement, but instead an enhancement for daily life.
(PROJECT VISION)
We took this as a challenge to design creative and ad approaches that encompassed nature, relaxation, and the overall vibe of enjoying life without alcohol and instead with Shift Naturals. All of our marketing material needed to feel natural, organic, educational, and real, all while promoting a sense of membership and community. We also knew that further products were being developed, meaning we had to build a large customer base in a short period of time to capitalize on the new product launches.
(CHALLENGES)
As with any THC brand, a challenge arose with marketing legally and within the operational parameters of the platforms. Furthermore, we specifically didn't want to lump Shift in with the other beverage brands on the market. THC wasn't the emphasis, it was the Terpenes and natural flavors that go into the drink that unlock more for the customer. That was at the forefront of all our marketing language.
(PROBLEMS)
We developed a full content flywheel for Shift Naturals, including organic, email, and paid strategy approaches. This involved utilizing Meta and Google, with extensive campaign testing on each platform to understand which content ideas resonated with each customer. From there, we developed a new big idea each month, which transformed into over 30 pieces of content each quarter for our paid approaches. We further leveraged our email list and implemented upsell programs to help grow their subscription base.
(RESULTS)
After 6 months, Shift has grown their subscription base to over 225 active subscriptions, which results in over $10K of repeatable net revenue each month. Additionally, their subscription growth is averaging 15% each month, which means they will have additional guaranteed repeatable revenue. Furthermore, their email campaigns are making up 30% of their monthly revenue, based solely on strategic campaign launches and winback campaigns. Finally, their average lifetime value for a customer is over $450, which means that each customer is bringing repeatable value at a relatively low acquisition cost.
