Elevating Self-Care with Kinloch Wellness

Challenge

Kinloch Wellness is a Canadian company focused on providing tailored, natural solutions to everyday concerns. With great-tasting products backed by science and crafted with CBD, rare cannabinoids and custom terpene formulations, Kinloch Wellness set out to elevate self-care routines and connect with its target audience across Canada ahead of Mother’s Day 2024. With Tether’s deep understanding of the B2B landscape, Kinloch Wellness partnered with the community organization to enhance brand awareness and connect with Budtenders and retailers across Canada in a meaningful way ahead of the holiday.

Solution

Tether and Kinloch Wellness collaborated on a multi-faceted campaign focused on a direct mail initiative, influencer marketing, and B2B content creation, featuring the cheeky yet sentimental message developed by Kinloch Wellness of “WE WANT YOUR MOM… To feel better. To rest better. To live better.”

The direct mail initiative was central to the campaign. Tether and Kinloch Wellness developed the “WE WANT YOUR MOM” kits, which were distributed to over 200 stores across Canada and included product samples, a branded spa kit and t-shirt, and a detailed postcard with a call-to-action for lead generation. This approach was designed to build relationships with key retailers by providing them with firsthand experience of Kinloch Wellness products and a special Mother’s Day gift for the brand to connect with them in a meaningful way.

Influencer marketing also played a critical role in the campaign. Tether engaged 20 prominent Canadian Budtenders and influential figures in the cannabis industry, each receiving a “WE WANT YOUR MOM” kit. These influencers shared their experiences with the products on social media, significantly enhancing the campaign’s reach and credibility through authentic user-generated content.

B2B content marketing was also integral in amplifying the campaign. Tether developed tailored key messaging and creative assets for various platforms, including Instagram posts, mentions in Tether’s weekly newsletters, and a dedicated e-blast to Tether’s audience which includes thousands of Budtenders and retailers across Canada. This content was designed to maintain a cohesive and engaging narrative, encouraging audience interaction with the Kinloch Wellness campaign.

Additionally, a lead generation system was set up to allow individuals to request product samples and campaign t-shirts. This initiative broadened the campaign’s reach and helped create a new audience base for Kinloch Wellness.

Results

The results of the campaign were impressive. Tether doubled the potential reach set out in the initial project objective with a total potential reach of 55,417.

User-generated content played a pivotal role in the campaign’s success. Influencers were encouraged to share their experiences with the brand’s products, resulting in 13 in-feed posts and stories that reached a combined total of 50,698 followers.

The campaign also led to over 90 conversions through the submission form for t-shirts and product samples, highlighting the success of the engagement strategies employed and using a consistent call-to-action.

Strengthened relationships with Budtenders and retail contacts in over 200 stores across Canada was another significant outcome achieved through personalized mailouts, ensuring that the brand remains top-of-mind in a competitive market.