The Challenge
HighKind is a premium CBD brand specialising in highly-concentrated CBD vaping products and cartridges, positioned for knowledgeable enthusiasts rather than the mass market. Formerly known as Extracts, the brand required a complete rebrand before any search or outreach strategy could begin.
The challenge was two-fold: migrate brand equity and search visibility from Extracts to HighKind without losing organic rankings, while simultaneously building awareness among the CBD enthusiasts and health-conscious consumers who would understand and appreciate the product’s premium positioning.
Our Approach
Once the rebranding process was complete, Terrier Agency developed a two-phase strategy: a targeted outreach programme followed by a sustained ambassador initiative.
Phase one focused on outreach. We identified the enthusiast and health-conscious audiences most likely to appreciate HighKind’s concentrated products, built an outreach programme aimed at knowledgeable communities rather than broad, low-intent audiences, and secured placements and coverage that reinforced the new brand identity.
Phase two turned the best of that activity into a long-term engine. The highest-performing content creators from the initial campaign were enrolled in a formal ambassador programme, receiving regular product in exchange for ongoing, authentic content creation.
The Results
The rebrand transition protected HighKind’s visibility while establishing the new name with exactly the right audience. Rather than a one-off influencer activation, the ambassador programme created a sustained stream of credible, community-led content — continuous brand visibility generated by creators the target audience already trusts.
