A fashion Instagram influencer says launching her own CBD brand was her 'saving grace financially' as brand deals crashed during the pandemic
"This has been my saving grace financially," Trop said, adding that Hi Stevie is now her main focus as an entrepreneur and creative. When the influencer-marketing industry began to pick back up in June, she resumed working with brands, but said that Hi Stevie now makes up about 50% of her income.
Using the features of Instagram Stories and leaving her DMs open to her followers, she used her following as a focus group for her brand. She found they wanted a CBD product that actually tasted good, and that they were interested in vegan CBD gummies, among other insights. On the sales side, she found that planning Instagram challenges and giveaways, such as including a free tote bag as a gift for each purchase, boosted her sales.Recently, Trop struck a partnership with the fashion brand DanCassab, which had reached out to her about creating content for the brand's website that would highlight what influencers were working on at home during the pandemic.
She said she manufactures all of the products in her home, from creating the CBD formula to bottling and boxing it up and mailing out packages.
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