Marketing CBD products is a minefield – traditional ads are off-limits, visibility is a struggle and most brands get stuck in the shadows.
JM Wholesale, the UK’s largest CBD wholesaler, wasn’t about to play small. They wanted to break into the D2C space and reach customers directly. The problem? No paid ads. No easy way to drive awareness. No clear-cut path to scale.
That’s where Nifty stepped in. No ads? No problem. We built an influencer and affiliate marketing machine designed to make JM Wholesale’s products seen, trusted and recommended by the right voices.
The result? VIP collaborations, major influencer deals and a fast-growing affiliate programme driving real revenue.
THE PROBLEM:
JM Wholesale dominated the B2B space but shifting into direct-to-consumer sales came with a challenge:
🚫 CBD advertising is banned on mainstream platforms – no PPC, no traditional social media ads.
🚫 Needed a new way to drive awareness and sales without paid media.
🚫 Required a targeted, high-trust approach to connect with the right audience.
They needed real connections, real advocacy and a strategy that worked within the industry’s limitations.
THE SOLUTION:
Influencers, trust and affiliate power. We built and executed an influencer-led, affiliate-driven strategy that took JM Wholesale’s marketing beyond traditional ads.
🔥 Curated a list of high-impact influencers – wellness, mental health and ADHD-focused voices who aligned with the brand.
🔥 One-on-one outreach & trial process – no blind gifting; we built relationships.
🔥 Product sampling & feedback loop – ensuring influencers genuinely loved the product before promoting it.
🔥 Strategic affiliate partnerships – offering a 30% revenue share model that turned influencers into long-term brand advocates.
🔥 Celebrity & VIP integrations – placing JM Wholesale’s products into high-profile events and exclusive memberships.
This wasn’t about throwing products at influencers and hoping for the best, it was about building a movement around the benefits of the products.
THE RESULTS:
High-impact influencers, VIP collaborations and affiliate growth.
🚀 50+ influencers onboarded in the first three months.
🚀 Confirmed affiliates driving direct sales.
🚀 Product integration into major VIP events.
🚀 Collaborations with high-profile wellness & lifestyle figures.
Key Influencer Partnerships:
✨ Kirsty Gallagher (156K followers) – Loved the Sleep Aid Oil so much she included it in her VIP subscriber membership & book launch event.
✨ Gabriela Peacock (25.6K followers) – A-list celebrity nutritionist – JM Wholesale products featured at her exclusive book launch attended by Joan Collins, Princess Beatrice and Piers Morgan, to name a few.
✨ Influencers from wellness, ADHD and study-focused niches – Including Gemma Styles (10.4M followers), Niomi Smart (1.3M followers) and Jade Bowler (317K followers).
This three-month project built a long-term strategy that turned influencers into brand champions, built trust with high-value consumers and bypassed advertising restrictions with real impact.
No PPC? No problem.
