Assignment:
Holiday – and specifically Green Wednesday – is an important opportunity to drive retail sales. Cannabis provides the perfect solution for self-care and relaxation, especially around a stressful holiday season. Create a joyful, happy campaign that inspires and allows people to find an escape during the chaos of the season, yet still keeps the magic of the holidays alive.

Objectives:

• Drive dispensary traffic through an effective outreach program (paid media, owned media, local outreach)

• Increase retail sales and basket size

• Grow brand loyalty and increase retention

Results:

• Text and email campaigns drove low bounce rates and high conversion rates

• Email CTR of 19% (average 12%)

• Online orders during the 5-week campaign represented more than 30% of overall gross revenue

• Green Wednesday, Black Friday and Cyber Monday were the highest traffic days of the campaign

• Digital banners in key rec markets served nearly 10M impressions and drove 3,500+ store visits