Cannabis brand development, product launch, commercialization, packaging development, retail environment, retail & wholesale marketing, budtender engagement, local, regional & national campaign development.Harvest Public Access | National Brand & Retail Campaign
Assignment: engage our audience by providing information
and entertainment and breaking through the typical 4/20 chatter.
Objectives & Campaign Results:
-
Deliver April revenue target
Create strong community partnerships and incentives to attract new customers and gain market share
Educate, engage and entertain customers
Drive loyalty registrations
-
Total 4/20 sales (4/15-4/20) were 2.2x higher YoY; 4/20 was the biggest revenue-generating day to date.
-
E-commerce revenue from texts was up 111% over prior week. E-commerce revenue from email was up 37% over prior week.
-
Website traffic during the campaign was more than double the traffic from the same window the year prior.
Sessions were up 131%, visitors were up 119%.
Users visited 2+ additional pages per visit and spent more than 40 seconds on the site.
Bounce rate decreased by 40% as compared to previous year.
-
AdWeek and LBB Online mentions.
Welcome to Cannabis Country | New Adult-Use Market Launch
Assignment: support the opening of adult-use cannabis sales in our home state of Arizona.
Objectives, Challenges & Campaign Results:
-
Generate brand awareness with new adult-use recreational cannabis consumers using a multi-channel approach.
-
We knew an approximate (but not precise) date licenses would be awarded, so we needed to have all campaign elements ready and prepare to activate within a several-day timeline. We also had to plan for uninterrupted service for existing medical customers.
-
2,583 new loyalty members in the first 72 hours
Social: engagement rate: 37.87% | overall reach: 138,342 | Arizona-specific stories received as much reach per post as the national feed
Facebook reach: +605%
Instagram reach: +93%