A Detroit-based cannabis products and media company sought a holistic strategy to establish a clear brand positioning for go-to-market advertising and content, increase sales and customer repeat rates, lower customer acquisition costs, and grow its owned first-party data via a consumer email list. With little traction in the market and barriers to entry in social, executives turned to Practical Effects.
Practical Effects crafted a bespoke strategy to redefine the client brand identify for positioning as both a CPG company and media brand. Columnist articles served as landing pages for social ads, providing a workaround for strict social media guidelines in the CBD and cannabis space.
Brand marketing work, including message refinement and consumer research, enabled a 60% cross-channel CAC reduction. Consistent content marketing strategy tailored to the brand's identify and target market more than doubled month-to-month on-site readership and mailing list signup growth.
