5M
Campaign Reach
72%
Post Engagement
100K
Page Views
An influencer project that brought awareness to a misunderstood cultural moment
We used the power of influencer marketing and a popular national website to help Garden Remedies re-educate the masses on the myths surrounding 4/20.
The Brief
Garden Remedies is a revered cannabis dispensary brand with brick and mortar locations throughout the state of Massachusetts. In addition to the array of products offered for legal consumption – both recreational and medicinal – their mission also aims to combat misinformation around the substance, its usage, and assumptions around socio-economic usage. They approached TOP to create an evergreen influencer program to help, while also aiming to increase product sales.
The Execution
Since addressing misinformation was at the root of Garden Remedies’ mission, TOP suggested sponsoring and launching National 4/20 Day on NationalToday.com; creating a factual account of the day and tying in key data points on incarceration. TOP turned to the power of influencer marketing to create content that was dynamic and has a high trust quotient. It was the ideal medium to not only dissuade stereotypes around cannabis usage and incarceration, but allowed Garden Remedies to partner with an array of content creators; from lifestyle to educational and local to national reach. Posts varied from fringe-use cases of their products (including a post from a young lady who utilizes the products per her physician’s instructions to manage seizures), brand stories about their mission and philanthropic ties, and retail products. Partnerships were sourced in line with Garden Remedies, and a great deal of the account management was ensuring all posts met social sites’ posting guidelines.
The Result
Choosing an influencer-led campaign was the right choice; 4/20-related influencer posts had a total reach of 51,380 with engagement across the 21 posts ranging from 33% to 72%. There was an uptick in engagement across Garden Remedies’ social channels that the brand also said was noticed by an uptick of in-store traffic.
This was the first cannabis-related holiday launched on NationalToday.com; attaining 417,000 impressions and 10,712 page views in its first year.
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