Sharp started working with Abacus Health Products in the beginning of the year, introducing CBDMEDIC, their line of all-natural CBD-rich topical products, to media across the country. As regulations lifted and product became more widely available, we worked quickly to position the brand with national audiences. We soon learned that Rob Gronkowski, coming off his retirement from the NFL, had been using the product line in his own recovery and was partnering up with the company to advocate for opening up CBD and develop new product extensions.
To capitalize on the news moment, Sharp developed an integrated communications strategy and immediately began building buzz around the announcement – teasing the media with word that major news would be coming from the much-loved star and securing attendance for a press conference in NYC. With our announcement under wraps (a rare feat in the era of social media leaks), and every major outlet in attendance, we released the news and coordinated brand and celebrity social media activity to build as much attention as possible – resulting in the #3 trending conversation in Twitter for the day.
We followed up the announcement with appearances on Good Morning America AND The TODAY Show, and feature stories in The New York Times, the Wall Street Journal, the Associated Press, USA Today, Extra, CNN, People, NBC News, Fox Business, Bleacher Report, AOL, Yahoo Sports, CNBC, Business Insider, and countless others.
A seamlessly executed brand experience, a media strategy that created a larger-than-life narrative, and a digital and creative roll out that kept people talking all contributed to the success.