How do you sell without advertising?
In the category, where the brand cannot advertise, advocacy takes the centre stage. Inducing product trials, driving unmatched experience and garnering repeat purchase are every design thinkers ideas, But then how do you do it when the market is in its infancy!
OneCBD was charting its leadership journey in a market where it was a late entrant. Crowded by several players who were undercutting the price for a set of consumers, who not the most discerning ones when it comes to quality.
How will the brand win the odds, especially when in addition to the above challenges the odds were computed by a ban on paid advertising and direct soliciting of business?
Educating the consumers, even when you are a late entrant in a crowded and unorganized market was a ticklish challenge. We decided to push the envelope of transparency and quality in a lifestyle brand and pivoted the business expansion on experience.
It clearly stood out because it anchored deeply on the study of the consumer personas, experience journeys, and projected evolution pathways in business and interaction design. A holistic design approach encompassing not just the business design, but extending itself to experience design, responsive graphics, and responsible positioning allowed the teams to walk the tight rope of balancing the multi-varied archetypes.
CRM and loyalty programs in conjunction with activation campaigns for not just OneCBD but for the entire affiliate and wholesales network would pay rich dividends.