Ignite.
The Ignited Kingdom.
UK product launch.
11% uplift in brand awareness achieved within the first two weeks of launch. Only an 8 week lead time to launch!First ever launch marketing campaign for CBD in the UK.
Product launch challenge.
How do you create and execute the first-ever launch marketing campaign for an emerging but fairly unknown product sector, CBD, in the UK market? And with only an 8 week lead time to launch! A stiff challenge in anyone’s book. Ignite is a premium CBD (cannabidiol) brand founded in California. Its main target audience – young males and females aged 18-35.
With CBD estimated to hit a global potential market value of $22B in the next 5 years, we needed to make sure that Ignite hit the UK ground running.
Product launch solution.
Life’s better in the Ignited Kingdom.
Ignite appointed Five by Five as the lead agency to turn the whole launch around in the exceptionally tight timeframe, including a weeklong photo shoot with seven executions!
The launch marketing campaign neatly demonstrates the product benefits of bringing calmness to busy modern lives with inspiring lifestyle imagery combining a fashion nuance with religious and spiritual iconography. After the launch event, the campaign is gradually rolling out across OOH, print, digital, PR and Influencer activity over the coming few months.
Product launch results.
- 11% uplift in brand awareness achieved within the first two weeks of launch.