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1
People
24
Organizations
0
Locations
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Events
1
Relationships
3
Quotes

Document Information

Type: Market research report / investment bank analysis
File Size: 1.73 MB
Summary

This document is page 26 of a market research report titled 'Cowen Collaborative Insights' dated February 25, 2019. It analyzes the CBD and Hemp industry through the lens of Instagram metrics (followers, posts, likes) for January 2019, comparing emerging brands like CBDFX and Lord Jones against established public companies. While the document bears a 'HOUSE_OVERSIGHT_024842' stamp, suggesting it was part of a document production for a congressional investigation (potentially related to financial probes involving Epstein or Deutsche Bank), the content itself is strictly commercial market analysis with no direct mention of Jeffrey Epstein.

People (1)

Name Role Context
Michael Cella Recipient/Employee
Email address michael.cella@cowen.com appears in the watermark as the intended recipient of the report.

Organizations (24)

Name Type Context
Cowen
Cowen and Company
Instagram
CBDFX
Kush Queen
GT's Kombucha
Blue Ridge Hemp
Hemp Bombs
Pure Hemp Shop
Lord Jones
Not Pot
Charlotte's Web
CV Sciences
Elixinol
Recess
Credo
Green Roads
CWHemp
Papa & Barkley
cbdMD
NuLeaf Naturals
Sunday Scaries
Beboe
House Oversight Committee

Timeline (1 events)

January 2019
Data collection period for Instagram analytics (posts and likes) presented in the chart.
Instagram (Digital)
View

Relationships (1)

Michael Cella → Employment/Affiliation → Cowen
Email address michael.cella@cowen.com indicates he is part of the organization.

Key Quotes (3)

"Given increasing interest, younger consumer demographic trends, and a lack of paid advertising within the space, below we offer a snapshot of the Instagram landscape as a proxy for current company social media activity."
Source
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Quote #1
"As it currently stands, three companies have an Instagram following of over 100K people, with CBDFX leading the pack at 181K."
Source
HOUSE_OVERSIGHT_024842.jpg
Quote #2
"Publicly traded companies such as Charlotte's Web, CV Sciences and Elixinol have established themselves as market leaders within CBD"
Source
HOUSE_OVERSIGHT_024842.jpg
Quote #3

Full Extracted Text

Complete text extracted from the document (2,971 characters)

COWEN
COLLABORATIVE INSIGHTS
February 25, 2019
Given increasing interest, younger consumer demographic trends, and a lack of paid advertising within the space, below we offer a snapshot of the Instagram landscape as a proxy for current company social media activity. We would caveat that this is not an exhaustive list, nor does the below chart factor in the impact of influencer marketing, which is a popular trend in order for these companies to drive brand momentum. That said, we believe the below chart reflects the competitive nature of the category as we are already starting to see momentum from less known, emerging brands.
Of the companies analyzed, the below chart reflects the top 17 brands by absolute Instagram followers, while also providing data on the absolute number of posts over the month of January, as well as the average number of likes per post.
Absolute Followers. As it currently stands, three companies have an Instagram following of over 100K people, with CBDFX leading the pack at 181K. Kush Queen and GT's Kombucha also look to be well positioned with 168K and 145K followers, respectively.
# of Posts. Blue Ridge Hemp was the most active over the month of January with 84 posts, followed closely by Hemp Bombs (79 posts) and Pure Hemp Shop (57 posts). Across the competitive set, the average number of posts for the month of January was 32.
Avg Likes Per Post. In addition to having one of the largest number of absolute followers, GT's Kombucha also led the way in average likes per post (1,863). This was followed by super premium CBD company, Lord Jones, with 1,318 average likes per post. Not Pot rounded out the top three with 1,257 average likes per post.
We would note that while we consider the below analysis useful in terms of analyzing social media activity, it should not be used as a proxy for market leadership. Publicly traded companies such as Charlotte's Web, CV Sciences and Elixinol have established themselves as market leaders within CBD, based on distribution / market penetration, consumer awareness, and brand equity.
[Right Sidebar Text]
This report is intended for michael.cella@cowen.com. Unauthorized redistribution of this report is prohibited.
Figure 26 Instagram Analysis Reflects Competition From Emerging Brands
Top CBD Companies by Instagram Followers
[Chart Elements/Labels]
Blue Ridge Hemp
Hemp Bombs
Pure Hemp Shop
Recess
Credo
Green Roads
Kush Queen
CBDFX
CWHemp
Papa & Barkley
cbdMD
NuLeaf Naturals
Sunday Scaries
Not Pot
Lord Jones
Beboe
GT's
[Axes]
# of Posts in January
Avg # of Likes In January
0 250 500 750 1,000 1,250 1,500 1,750 2,000
-20 0 20 40 60 80 100
[Legend]
CBDFX
Kush Queen
GT's
Credo
Lord Jones
Beboe
CWHemp
Blue Ridge Hemp
Green Roads
NuLeaf Naturals
Sunday Scaries
cbdMD
Papa & Barkley
Pure Hemp Shop
Hemp Bombs
Not Pot
Recess
Source: Instagram and Cowen and Company
Note: Bubble size reflects relative number of Instagram followers
26
COWEN.COM
HOUSE_OVERSIGHT_024842
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