Award-Winning Website Design, Inbound Marketing, & Print Advertising

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Mistic responsive website on multiple devices.

The Work

VIEO has been working with Mistic Electronic Cigarettes and its parent company, Ballantyne Brands, for years. Such a long-term relationship has given us the chance to create significant ROI for them—a 1607% return on their investment, to be exact.

  • 116% increase in monthly traffic
  • 329% increase in email marketing list
  • 224% increase monthly ecommerce sales

Today, Mistic is the #1 e-cig brand in Walmart stores, and Ballantyne Brands has expanded their product lines to include personal vaporizers and e-liquids as well as electronic cigarettes.

In the words of Ashten Fields, Ballantyne Brands' marketing coordinator, "VIEO Design has been a pivotal part of our company's transition from just an everyday ecig to a real competitor in the market... Their attention to the finer details while really focusing on the needs of the company has proven that our relationship as two great companies can continue to grow."

With a major brand like Misticour design and marketing work must drive both ecommerce and retail traffic. Whether we're working on the website design, blog posts, email marketing, or a national ad campaign, we've got to be nurturing customer relationships across all possible sales channels.


Homepage view of the Mistic ecommerce website design.


Mistic infographic used in a blog and on an outdoor banner for Boomsday in Knoxville, TN. Part of the "Choices" national advertising campaign.

Print Ad Examples

Print ad for Mistic's "Feels Right" campaign.

One of several print ads for the "Choices" national advertising campaign.

We've placed these and other ads in media outlets like:

Media outlets that Mistic print ads have appeared in: USA Today, Star, Southern Living, People, Playboy, InStyle, Field & Stream, ConvenienceStoreNews, & Progressive Grocer

The Website

In the time we've worked together, the Mistic site has undergone several redesigns. Each time, we've been able to use historical site data to create layouts that feature the content and conversion opportunities with the highest ROI.

VIEO also maintains the website on a daily basis. The evolving nature of the vaping industry means that we're constantly editing the content of the site and updating functionality to meet ever-changing federal and state regulations. 


In managing the Mistic ecommerce store (which includes their other brands as well), VIEO Design has been responsible for preventing problems that interrupt traffic and sales, optimizing all elements of the store and resulting email communications to increase conversions, and staying on top of industry and ecommerce trends that could improve productivity.

On the tech side, we integrated WooCommerce with both WordPress and HubSpot to achieve the best possible results for both Mistic and their customers. The custom functionality they needed involved both plugins and custom coding for things like:

  • wholesale and user pricing
  • bulk-importing tracking numbers 
  • a custom age verification pop up
  • a custom age verification API
  • integrating third-party age verification with WordPress and WooCommerce
  • importing customer information and order history from WooCommerce into the HubSpot CRM (via Zapier)
  • a custom "back end" interface in WordPress making it easier and more intuitive for the Mistic customer service team to use

However, ecommerce stores aren't static, and there's always more you can do to improve performance! Our future projects include adding even more functionality to build loyalty among current customers.

Inbound Marketing

Much of our work with Mistic is classic inbound marketing—writing blog posts and social media posts, creating educational materials and offers, creating and testing email workflows, and continually refining the client's buyer personas. 

As regulations regarding vaping products have changed, we've had to be particularly nimble to make sure that we're adhering to the most recent legal standards without losing the customer's "voice"—not to mention customers—along the way.

National Advertising 

We have also provided copywriting, design, and media buys for several of Mistic’s national advertising campaigns. These integrated campaigns included:

  • Geotargeted digital advertising
  • Outdoor advertising
  • Sponsored events
  • Event collateral and promotional coupons
  • Social media
  • Syndicated content
  • Email marketing
  • Print advertising 


Interested in learning more about how we get results for Mistic? 

Check Out the Case Study
Derek Tharpe

Without a doubt, VIEO Design has been the key to our success in launching, establishing, and growing our web presence. As a relatively new entrant into an explosive growth category, the time and energy they’ve put forth cultivating our business is beyond belief. From the look and feel of our webpages, to the optimization of our brand in all relevant search engines, time and again VIEO has delivered exceptional results.

Derek Tharpe
National Category Manager, Ballantyne Brands, LLC

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