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About This Project
Summary
As a growing number of people embrace cannabis, the California Department of Cannabis Control wanted to make sure folks knew how to find licensed dispensaries selling regulated products—compared with unregulated products that may be laced with harmful contaminants. In partnership with Fiona Hutton & Associates, we created the Real CA Cannabis campaign to educate consumers on the dangers of unregulated cannabis and make it easier than ever to find licensed retailers statewide.
Goals & Objectives
We needed to create a compelling and wide reaching campaign that equipped cannabis consumers with the knowledge, tools, and impetus to shop exclusively at licensed retailers.
Results & Impact
With a nostalgic and culturally-relevant brand, a search tool, in-store QR codes, influencer marketing, and a traditional and digital paid media plan, we were able to garner 125+ million impressions, 100K+ clicks, and 70K+ searches within the first 3 months of the campaign.
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