How do you market a product that’s legal in some states and illegal on a federal level? Very carefully, using “muted” marketing. Meg Owen, Director of Social Media of Privateer Holding at Leafly, shared how the brand effectively leverages the power of advocacy to change the perception of cannabis in the United States. They focus on changing people’s mindsets in the following ways:
- Advocate for patients and families
- Rebuild communities
- Drive economic growth
- Decrease border violence
- Fade stereotypes
Advocacy for cannabis is incredibly important for the brand. Consumers need to know that brands care about something, so Leafly focuses on advocacy for legalization – stories and shareable content that can help educate “mainstream” America about the benefits of cannabis. For example, this article Cannabis and Epilepsy Treatment on Leafly’s website, indicates how cannabis has demonstrated so much promise in the treatment of epilepsy that FDA-approved clinical trials are underway.
Photo from IN-NW 2017 by Fahad Aldaajani
Because of the industry’s legal regulations, Leafly reaches new audiences using mainstream marketing, yet indirectly or “muted” as they mindfully navigate around the advertising restrictions for social media like Facebook or Instagram. In order to make the brand resonate with new audiences, Leafly “uplifts” the perception of the stores by improving customer experience. For example, Vela (Seattle), showcases cannabis in “Apple” looking stores to promote the idea that “Cannabis is for everyone” and Lola Lola (San Francisco) focuses on the “wellness” aspect of cannabis on their site.
Photo from IN-NW 2017 by Fahad Aldaajani
Another way they grow their audience is by reaching out to influencers and celebrities. Because they knew there is a strong correlation between comedy and cannabis, Owen talked about the sponsorship of the Brooklyn Comedy Festival . Leafly uses this forum to reach target audiences in a traditional setting that promotes Leafly through event sponsorship and social media posts (via featured celebrities). The entire digital strategy needs to be integrated with the event – interview artists, create live videos, and post on social media using Periscope and Instagram Live. Even Leafly’s Marley Natural brand focuses on stories and experiences, promoting cannabis in a familiar product like Hemp Seed Body Lotion! Despite all the legal challenges with cannabis, some day it will be “mainstreamed” into our society. Until then, Owen showcased some great digital marketing practices that can be leveraged by any savvy marketer. Like to learn more? #cannabis#Leafly #MarleyNatural.
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