CBDMEDIC: Mr Recovery

In summer 2019, I worked with CBDMEDIC to create a major media moment out of their Rob Gronkowski partnership announcement including all aspects of earned and owned media (no paid).

A strategic combination of a press conference, social media content, SEO, microsite, and more created a groundswell that quickly put CBDMEDIC in the leadership position for CBD-based pain relief.

It also allowed them to control the narrative and keep the brand in the conversation, which could have just as easily turned into a conversation about football and Gronk’s [short-lived] retirement.

Results

This approach spiked brand awareness yielding 1B+ total media impressions and 2M+ mentions on social on the first day alone (including multiple trending hashtags on Twitter).

There was major media coverage (NYT, WSJ, etc) and myriad national press appearances (Today show, GMA, etc). It also generated a huge sales surge and contributed to a 33%+ rise in the stock price in the 48 hours following the announcement.

Awards

The campaign has already won several industry awards like the PRSA Bronze Anvil Award of Commendation and the PR Daily Award for Best Use of a Celebrity with additional nominations pending in several other shows.