LACED Agency launched a 30-day focused Advertising Campaign, for The Root of It All™ designed to create brand awareness (brand reach) in key local markets within cannabis-legal states California and Colorado – areas which the brand’s tinctures and topicals were available for legal purchase. The campaign had to accomplish 2 Goals: appeal to B2C (reaching out to wellness consumers and sharing the product line EDU with them) as well as B2B (introducing potential partners to the brand’s product line). To do this: LACED Agency created an Ad Campaign, “See What’s Sprouting Up,” which played up the natural ingredients & core messaging of the brand combined with colorful visuals to entice interest among wellness audiences and potential business partners. The LACED strategy also tied the campaign’s ads, placements, and creative messaging into monthly content themes to amplify increased brand awareness among social ad placements & advertorials; themes like National Meditation Month, National Mental Health Awareness Month, Better Sleep Month, & Women’s Healthcare Month, all happening over the course of the 30-Day Campaign. 

Media Placements were a balanced mix of B2B & B2C Channels, as well as cannabis-specific and mainstream channel placements to achieve the campaign goals and really make the budget work for the brand. Ad Placements consisted of traditional print ads with QR Codes, targeted email sponsorships, advertorials, listicles, social ads, display ad networks & targeted mobile ads within 50 mile radiuses of legal dispensaries where point of purchase happened. The 30-Day Campaign was a fine balance of traditional digital advertising mixed with consumer review advertorials to create the optimal impact in key markets. LACED Agency also utilized beautiful landing pages with product videos & data capture forms to capitalize on the campaign’s secondary goal of “opt-in community data,” increasing the Opt-in Database by 48.3%.