So how does a regional cannabis chain promote their stores?

One-line Key Insight/Creative Launchpad: Bookstores, nail salons, etc actually have a lot more in common with cannabis retailers than you would first think, in what they offer customers.

One-line Idea: When you can’t advertise your store, advertise your neighbours.

The plan: Create a geo-targeted (within 5km), adult-gated, multimedia campaign using neighbouring stores to promote BOTH their own store and Stok’d. By using shared language and benefits while also promoting the proximity to each other, Stok’d could find an unconventional way to tell prospective customers about their location, products and experience.

By partnering and collaborating with neighbouring stores, Stok’d would theoretically be able to skirt the media company’s sophisticated filters that block cannabis advertising. The ads all would finish with a CTA to visit the neighbouring business, which of course, is located right ‘Next to Stok’d’. This strategy would help the local businesses as well, since more traffic to their area helped everyone.

Execution Phase 1 - Paid campaign We produced and promoted to adults: 3 (age-gated) online videos, 3 (evening) transit shelters, a number of social posts and a late night radio spot. Ads included videos for a bookstore, nail salon, and an electrician, while OOH, radio and social posts added a sub shop, roti house and others. It was important to represent the neighbouring business authentically, as this was also promoting their stores and brand.

Phrase 2 - PR After launch (when media concluded), we in effect, relaunched using PR which allowed many cannabis fans/supporters, publications etc on their social media channels, blogs, podcasts etc, to share the campaign again across every social platform. This is where earned traditional media and social media really launched the Stok'd brand and campaign to another stratosphere.

Results: The plan worked perfectly! The campaign made it past the filters of every social platform, OOH, and radio and ran successfully. All without technically breaking any laws, as the ads were officially promoting the neighbouring stores.

Compared to the same period last year: 26% increase in-store customers 29% increase in new online customers 12% increase in revenue

The smaller revenue increase compared to the first two results is a strong indication that new customers were trying out Stok’d.

“We loved the playful and entrepreneurial approach as it’s a perfect brand fit for us. Our neighbouring businesses loved the idea too. After all, more traffic to our stores is good for everyone.” Lisa Bigioni, co-founder of Stok'd.

Here are a few from top cannabis publications: "The most creative marketing I've ever seen" - Cannabis Marketing "Masterstroke Campaign" - Aggressive Organics "Brilliant" - One World Cannabis "Genius workaround" - Hobby Grower "Unmatched ingenuity" - Joint Craft "Revolutionizing Cannabis Marketing" - Business News Network