Assignment:
Develop a Brand and Retail Marketing campaign to support the launch of adult-use cannabis sales in Arizona. As leaders in the cannabis industry, we had to be ready. Once the recreational licenses were awarded, we made it crystal-clear that we were prepared to be the first to the rodeo in our own backyard. Word spread fast to our competitors and rumor was that some were quakin’ in their boots after seeing our campaign activities.

Objective:
Generate brand awareness with new recreational cannabis consumers using a multi-channel approach.

Challenges: we knew an approximate date licenses would be awarded, but not a precise date 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.

Results:

• 2,583 new loyalty members in the first 72 hours

• Social: new followers: 449 | engagement rate: 37.87% | overall reach: 138,342 | Arizona-specific stories received as much reach per post as the national feed

• Facebook page reach: +605%

• Instagram reach: +93%