Introducing a new product in the cannabis industry requires a strategy that laser focuses on the right audience. What’s the best way to ensure that its launched appropriately to the right audience? Key to this program was launching an in-depth media relations campaign to set the stage in the correct manager, and create a supporting influencer campaign to build product awareness thus moving it into the fitness community, which was one of the key markets for this product.
The Launch Plan
Because this product was designed for the active lifestyle community, an educational campaign to drive brand awareness was developed. As a result, the target market – fitness enthusiasts and those involved in the active lifestyle community – were the first to embrace this. Key steps included:
- A targeted outreach identifying the key audience including HIIT athletes (WHAT IS THIS?), including endurance athletes and those who were active in the Yoga community.
- A robust media relations outreach program which identified specific reporters as well as gauging story opportunities about the cannabis industry in an already crowded space.
- Identifying key influencers which whom the product would resonate which allowed us to offer product in exchange for posts. Additionally, partnership opportunities with key retailers to brand layer the product with included well recognized fitness brands such as SoulCycle, Y7 and Lululemon.
Unparalleled Results As a result, more than 500,000 earned media impressions in the key national and regional HIIT, endurance, yoga publications and regional news were secured. On the social side, the program generated more than 122k engagements with leading fitness influencers.