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Boosting Sales and Engagement in the Cannabis Industry

Learn How We help Build 7-Figure eCommerce Business


Earth’s Dew, a black-owned company, specializes in natural and organic cannabis and hemp products. Their product line includes CBD-infused skincare products, teas, body butters, and vape cartridges, among others. With a mission to provide trustworthy and high-quality products, Earth’s Dew aims to enhance the beauty and wellness of its customers through its diverse product offerings​



Cannabis marketing is unlike marketing in any other industry, mostly due to the abundant restrictions placed on cannabis advertising. There are a number of important regulations that every cannabis business must become well acquainted with in order to operate a fully compliant marketing campaign.

These regulations concern the specifics of a cannabis marketing and advertising campaign as well as dictates the do’s and don’ts of cannabis ads.

These regulations make mass advertising techniques commonly used in other industries less viable for cannabis advertising . We’ve identified alternative cannabis marketing strategies.


During our discovery sessions with Earth’s Dew we discovered issues the founder had with keeping her ad account active and solving the restrictions placed on that account. We also found website updates needed to properly display categories of profitable items. There was no CRM established to communicate with customers via email, text, and Instagram DMs,

Key Issues Summary

  • • Establish a robust influencer marketing campaign to generate more brand awareness
  • • Update branding to convey a “Classy” Cannabis brand
  • • Establish a paid media strategy that will keep the ad account active



Our creative team developed a new logo that encapsulates the essence of the brand, incorporating elements that reflect its natural and holistic approach. The logo design process involved multiple iterations and feedback sessions to ensure it resonated with Earth’s Dew’s target audience.


Alongside the logo, we redesigned the packaging to be more eco-friendly and visually appealing, using sustainable materials and vibrant colors that stand out on the shelves. This rebranding effort not only enhanced the brand’s visual identity but also reinforced its commitment to sustainability and wellness, helping to attract a broader customer base and elevate its market presence.

Rebranding 2

Influencer Marketing

Digital Delane crafted a comprehensive influencer marketing campaign for Earth’s Dew to amplify its brand visibility and reach within the CBD market. Our strategy began with thorough research to identify and vet influencers whose values and audiences aligned with Earth’s Dew’s brand ethos.

Influencer Marketing

Leveraging both AI tools and manual curation, we engaged a mix of micro, medium-tiered, and macro influencers, ensuring diverse yet targeted reach. Each influencer received a personalized campaign brief, complete with creative guidelines and key messages to maintain consistency and authenticity. The campaign included product-based posts, unboxings, and Instagram takeovers, supported by meticulously designed influencer mailers and follow-up engagements. By tracking performance through advanced analytics, we optimized the campaign in real-time, resulting in heightened brand awareness, increased engagement, and a significant boost in sales for Earth’s Dew.

Website Redesign

Digital Delane spearheaded a transformative website redesign for Earth’s Dew, enhancing both aesthetics and functionality to create an immersive user experience. Our approach began with a deep dive into Earth’s Dew’s brand identity and customer journey analysis. We incorporated a modern, clean design that reflects the brand’s natural and holistic values, featuring intuitive navigation and vibrant visuals that showcase the product range effectively.

Website Redesign

The redesign included optimizing the site for mobile responsiveness, ensuring seamless access across all devices. We integrated advanced e-commerce features, including a streamlined checkout process, personalized product recommendations, and robust SEO strategies to improve search engine rankings. Additionally, the site was equipped with comprehensive analytics tools to monitor user behavior and engagement, allowing for continuous improvement. This holistic redesign not only elevated the user experience but also significantly boosted online sales and customer retention for Earth’s Dew.

Paid Media

Digital Delane launched an impactful paid media campaign for Earth’s Dew, strategically focusing on Facebook and Instagram to leverage their extensive user base. Our approach began with an in-depth analysis of Earth’s Dew’s target audience, followed by the creation of tailored ad creatives designed to resonate with potential customers. We utilized a mix of image, video, and carousel ads to showcase popular products like the Anxiety Relief Tea, Delta 8 THC Vape Cartridges, and CBD Skin Care products. By employing precise targeting based on demographics, interests, and behaviors related to wellness, beauty, and natural products, we ensured that ads reached users most likely to engage with and purchase Earth’s Dew’s offerings.

Paid Media

To optimize ad performance, we conducted rigorous A/B testing on various ad elements, such as visuals, copy, and call-to-actions. Real-time analytics and reporting tools allowed us to monitor key performance indicators and make data-driven adjustments to maximize ROI. This comprehensive paid media strategy significantly increased traffic, improved brand awareness, and drove substantial sales growth for Earth’s Dew.

Social Media

While social media marketing and these other approaches may ultimately develop your brand awareness and contribute to success, a more holistic marketing approach was important for maximizing the success of Earth’s Dew.

Social media

Content Strategy

We implemented a content calendar featuring trendy and engaging posts, product highlights, user-generated content, and educational post about the benefits of products offered by Earth’s Dew.

Influencer Collaborations

Partnered with micro and macro-influencers in the wellness and beauty niches to promote Earth’s Dew products through authentic reviews and testimonials.

Community Engagement

Actively engaged with followers through comments, direct messages, and live sessions to build a loyal customer base.

Search Engine Optimization (SEO)

Digital Delane implemented an extensive SEO strategy for Earth’s Dew to increase organic visibility and drive more qualified traffic to their website. Our process began with an in-depth technical audit to identify and resolve any existing issues that could hinder search engine performance. We conducted comprehensive keyword research to uncover high-value search terms relevant to Earth’s Dew’s products and industry.

Our content team developed a series of optimized blog posts, product descriptions, and landing pages designed to rank highly for these keywords. Additionally, we improved on-page SEO elements such as meta tags, headers, and alt texts, and enhanced the site’s overall user experience to reduce bounce rates and increase dwell time.

Off-page SEO efforts included building quality backlinks through influencer collaborations and guest blogging. Regular performance tracking and reporting allowed us to fine-tune the strategy continuously, leading to a substantial increase in organic traffic, higher search engine rankings, and improved online visibility for Earth’s Dew.

Digital Publicity

Digital Delane orchestrated a dynamic digital publicity campaign for Earth’s Dew, aimed at amplifying the brand’s online presence and engaging a wider audience. Our strategy focused on leveraging digital platforms to create buzz and build credibility. We initiated the campaign with a series of compelling press releases distributed through high-authority online media outlets, targeting key influencers and publications in the CBD and wellness industry.

To maximize reach, we employed advanced digital PR tools to track and engage with trending topics and conversations, positioning Earth’s Dew as a thought leader in its field. Our team created engaging multimedia content, including video interviews, product reviews, and behind-the-scenes features, shared across social media and relevant online communities.

Additionally, we implemented a robust social media amplification strategy, utilizing sponsored posts and strategic collaborations to boost visibility. The digital publicity campaign not only increased brand awareness but also drove significant traffic to Earth’s Dew’s website, resulting in higher engagement and conversion rates.


Digital Delane revolutionized Earth’s Dew’s email marketing and customer relationship management (CRM) by integrating the powerful features of Upsurge CRM. Our strategy began with migrating existing customer data into Upsurge CRM, ensuring a seamless transition with no data loss. We then segmented the customer base to deliver highly personalized and targeted email campaigns.

Utilizing Upsurge CRM’s advanced automation capabilities, we set up drip email campaigns that nurtured leads and re-engaged dormant customers, while tailored email sequences kept subscribers informed about new product launches, promotions, and company news. The CRM’s robust analytics tools allowed us to track email performance metrics in real time, enabling continuous optimization for higher open and click-through rates.

Additionally, we leveraged Upsurge CRM’s integration with social media platforms to create a unified customer profile, enhancing our ability to deliver cohesive and consistent marketing messages. This comprehensive approach significantly boosted customer engagement, retention, and sales for Earth’s Dew, establishing a more connected and loyal customer community.

Our Results

Revenue Growth
Conversion Rate
Customer Retention

Through a comprehensive digital marketing strategy encompassing paid media, SEO, social media marketing, and email marketing, Earth’s Dew successfully enhanced its brand presence, boosted online sales, and engaged its target audience. This case study demonstrates the effectiveness of tailored digital marketing efforts in the cannabis industry.

For further details on our approach and to discuss how we can help your brand achieve similar results, please feel free to contact us.


“Digital Delane has been instrumental in the success and growth of the Earth’s Dew. With the transparency, trust, and effective marketing strategies provided by Digital Delane, Earth’s Dew has been able to thrive in the competitive market. If you’re looking for a reliable marketing partner to take your business to the next level, consider Digital Delane. I highly recommend them.”

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