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Case Study

PureKana

PureKana is one of the most popular names in CBD.

After the 2018 Farm Bill made industrial hemp legal, there was a gateway for CBD brands to start scaling on a national level.

To help with this transition, PureKana hired Verma to get their name from homegrown special to national delight.

What We Did

  • Public Relations
  • SEO
  • Strategy

Strategy

As a CBD company, finding a way to expand PureKana’s presence while remaining within the legal bounds of what we could say on a national level was challenging. After all, CBD is considered a ‘hemp diet supplement’ under the eyes of the FDA, so boasting any health benefits or promising what CBD could or couldn’t do is a big ‘no-no’. However, that’s when we decided to get creative:

– Created a plan to help PureKana show how they were a different CBD company than the competition, including running through specific product benefits and sourcing other companies didn’t have.

– Created a set of editorial guidelines and nomenclature to avoid any legal issues for publishing.

– Landed placement in national publications, showcasing PureKana’s creative approach to business, process, and entrepreneurship while focusing on the challenges of embarking on a new industry.

Results

– Placed features in Forbes, Inc, and Entrepreneur.

– Boosted the reputation of PureKana’s founder, Jeff Yauck, as a trailblazer in the industry.

– Significant increase in SEO ranking that places PureKana practically at the top of every CBD-related Google search.

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