Chicago, IL
Sunnyside Dispensary
To increase share of Sunnyside’s voice during April’s crowded cannabis narrative, we took a new approach to what’s traditionally considered a stoner holiday. We created an April 20th celebration for everyone, free of the typical stoner tropes that tend to alienate casual consumers.
“Way to 420” packs both congratulatory and celebratory value for the cannabis community. We expanded this narrative with a national survey that further illuminated the notion that there’s no wrong Way to 420.
The “Way to 420” campaign idea brief led both internal and external teams to a coherent — and compliant — activation across a range of touch points:
- Shopper Marketing & Promotions
- Brand Website / Online Store
- Print & Display Advertising
- Brand Social Content
- Earned / User-Generated Content
- Public Relations & Custom Consumer Survey
RESULTS:
- Biggest week of 420 holiday sales in Sunnyside history (to date)
- Increased engagement on social media
- 445MM total impressions
- Survey PR Highlights: Late Show with Stephen Colbert, Forbes Exclusive, Chicago Tribune
- 2021 Clio Awards Shortlist
RESPONSIBILITIES:
- Creative Strategy (strategic set-up, creative platform idea, and an inspired brief for Sunnyside internal and external teams to bring the idea to life)
- Tactical Plan
- Clios Case Study
