Vive is a clinically tested skin beauty product that helps women going through menopause maintain harmonious and healthy skin. Vive has three key active ingredients; Cannabidiol to reduce the appearance of redness and blemishes, Niacinamide to nourish and strengthen and Zinc Oxide to protect the skin.
Although Vive is an incredibly effective clinically tested product with a strong repeat purchase history, they were experiencing challenges activating their digital sales funnel. This was due to the current restrictions on paid media for CBD products and where they were focusing their investment
Vive approached Neverbland to create a commercially robust strategy to activate the sales funnel so that enough consumers trial Vive confident in the knowledge of the brand's high repeat purchases.
Like many D2C brands it's hugely important to determine how your digital sales funnel works and how to activate it. Many brands invest so much money using paid media to drive consumers to a product page to buy when they are not ready to buy, because their new customers require time to engage with the brand and consider it before they purchase.
Vive knew through their research data that their consumer spends a significant amount of time researching solutions and comparing brands in the category so investment was required in both the engagement and consideration sections of the funnel rather than purchase.
Having such a fantastically performing product, repeat purchase was high so the other area of funnel focus was advocacy with refer a friend programmes.
Vive is a great example if you can focus your investment in the correct part of the digital sales funnel you can generate real traction with your consumer.
The scope of the project includes consumer research, business modelling, digital marketing, UX/UI optimisation and ultimately digital product build.