Cellular Goods PLC (LSE:CBX) said a new survey has revealed “significant” consumer awareness of its brand following the launch of its full marketing campaign three months ago, with more big events coming up this summer as part of its partnership with Condé Nast.
The company will be the ‘official wellness partner’ of GQ Heroes, the business and creative industries summit starting today in Oxfordshire with speakers and performers including Ewan McGregor, Rowan Atkinson, FKA Twigs and Daisy Edgar-Jones, which it said should enable its logo and branding to reach more than 2mln people through the print, social and digital coverage of the event.
Awareness of the brand should also be amplified during the event via its influencer strategy, where Instagram, YouTube and TikTok stars with an estimated 1.35mln of combined followers have been engaged to deliver targeted social posts.
“Cellular Goods will feature throughout the high-profile event, enabling us to not only grow the company's profile, but also to educate key figures in sectors such as fashion, media and beauty about our products and the wellness benefits of cannabinoids,” said chief executive Anna Chokina.
Building on its debut outdoor advertising campaign between March and May, the company has invested in targeted marketing and influencer-led content aimed at what it said are “upscale audiences” via publications including Sheerlux.com, the Evening Standard, as well as Condé Nast and Hearst online titles.
As a result of its efforts in the past three months, a YouGov survey was commissioned of 500 adults, which found that 5.4% of the respondents were aware of the Cellular Goods brand, which it noted was not far behind longer established industry brands such as Cannaray and Trip at 7.8% and 6% respectively.
Overall awareness of cannabidiol (CBD) was revealed to be 42.8%, while fellow cannabinoid cannabigerol (CBG) stood at 9.6%, according to the survey.
Cellular Goods said it is “well placed” to address what the poll found to be the main skincare concerns of visible signs of aging, sensitive skin and sun damage, with its skincare products suitable for sensitive skin and tackling visible signs of aging caused by sunlight and UV exposure.
Chokina said the survey “demonstrates how the marketing initiatives we implemented and budgeted for just a few months ago have taken Cellular Goods from being a virtually unknown brand to coming close to some much longer established names.
“Strong brand recognition is fundamental to delivering revenue growth and I am hugely encouraged our investment and strategy will enable the company to achieve its long-term potential."