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Case: HempMate

HempMate is the Swiss CBD brand that wants to make hemp and CBD better known and more socially acceptable.

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HempMate

Brunnen, Switzerland

Public Relations, Content Marketing, Influencer Relations

July 2019 until March 2022

Mission

We started PR and content marketing in July 2019 at a time when CBD was increasingly in the spotlight. Our joint mission was to put hemp and CBD back on the agenda as natural and sustainable solutions, and in particular to draw attention to the wide range of possible applications. With regular stories, reels and posts (both image and video format) around the products, which consolidated HempMate’s expert status, we convinced relevant key media, influencers and the constantly growing community on social media.

Challenge

Whether CBD as a topic in need of education or the MLM sales model – the challenge was to establish trust with the target group and to maintain interest in the CBD trend in the long term. With the focus on transparency, expertise, community and sustainability, we were able to successfully establish HempMate not only as a lifestyle brand on the market, but also strengthen the expert status of the family business.

80+

Clippings since July 2019

899.5M

Online Readership since July 2019

8.33M

OTS since July 2019

from 888 to 2,760

Followers on Facebook

19+

Links from Coverage

3.45M

Coverage Views since July 2019

1.66M

Print Circulation since July 2019

from 173 to 2,365

Followers on Instagram

In August 2019, we started the operative press work and have so far achieved over 80 publications in relevant lifestyle and marketing trade media. These include product news and recommendations in Cosmopolitan, Jolie, GRAZIA, Shape, Couch, Brigitte Schweiz, DONNA, Woman.at and Ein Herz für Tiere, among others, as well as founder features, specialist articles and statements in W&V, Marketing Börse, e-commerce-magazin, PT Magazin and StartingUP.

Since we took over operational management of the Facebook and Instagram social media channels in July 2019, we have recorded numerous successes. On Facebook, we started with 888 followers and have been able to expand this to 2,760. On Instagram, we were similarly successful. Here, we started with only 173 followers. Today, we have 2,365 followers in our community (as of April 2022).

Particularly with our own image and video material (including reels), authentic influencer relations and constantly new content formats (e.g. #TeamThursday stories, Q&A stories), we shaped the face of the brand and the exchange with the followers.

We implemented the following formats during the collaboration:

  • Infographics on products, product announcements, launches, background information on hemp and CBD, etc.
  • Own product images and videos (for the feed, and the stories).
  • Reels, including on menstrual pain, smoothie recipe with CBD oil, sports sessions and the use of the Joined Relief Gel
  • This or That Storys – weekly on Mondays
  • Q&A Stories – weekly on Wednesdays
  • #TeamThursday Stories – weekly on Thursdays
  • Customer statements and testimonials from users
Hempmate Social Media

Examples Influencer Relations

Jenny and Chrissi take their followers on their travels and captivate with authentic, but also aesthetic, images. As enthusiastic HempMate users, they naturally incorporate the products into their pictures and videos. In addition to contests for CBD oil and animal products, they have also provided content for our own use.


Sina is mainly concerned with her beloved four-legged friends. Among other things, she gives cat lovers valuable tips. She tested CBD oil for cats with Amy and Simba and it helps her to calm Simba down, who always cries when she is out of the house for a few hours.

Marie’s Instagram is all about lifestyle. She started incorporating CBD into her evening routine some time ago. She is especially fond of the CBD oil 15% and likes to share this experience with her community.

 

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Ein Beitrag geteilt von marie (@mariedeismn)

Henni impresses on Instagram especially with the special moments she captures with her camera. For her problems falling asleep and also for menstrual cramps, she recommends HempMate’s 20% CBD oil.

 

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Ein Beitrag geteilt von Henni Kristin (@henni.kristin)

Jeannie has to fight every month again with severe pain during her period. So for some time now, she has been relying on HempMate’s CBD oils and can even do without painkillers altogether.

 

 

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Ein Beitrag geteilt von juinlune☽ (@juinlune)