‘Next to Stok’d’ Campaign Details 

Campaign Dates: January 29th, 2024 - February 24, 2024 

Challenge: 

Cannabis sales are legal in Canada. Cannabis advertising? Not so much. In fact, theentire industry is highly regulated. Furthermore, social platforms (such as Meta andGoogle) and other media channels (OOH/radio) have sophisticated filters in place toscreen out any advertising that promotes cannabis.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 youwould 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 usingneighbouring stores to promote BOTH their own store and Stok’d. By using sharedlanguage and benefits while also promoting the proximity to each other, Stok’d could findan unconventional way to tell prospective customers about their location, products andexperience.By partnering and collaborating with neighbouring stores, Stok’d would theoretically beable 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 campaignWe produced and promoted to adults: 3 (age-gated) online videos, 3 (evening) transit shelters, anumber 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 wasimportant to represent the neighbouring business authentically, as this was also promoting their storesand brand. 

Phrase 2 - PRAfter launch (when media concluded), we in effect, relaunched using PR which allowed manycannabis fans/supporters, publications etc on their social media channels, blogs, podcasts etc, toshare the campaign again across every social platform. This is where earned traditional media andsocial 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 theads were officially promoting the neighbouring stores. 

Compared to the same period last year:26% increase in-store customers29% increase in new online customers12% increase in revenueThe smaller revenue increase compared to the first two results is a strong indication that newcustomers were trying out Stok’d. 

“We loved the playful and entrepreneurial approach as it’s a perfect brand fit for us. Our neighbouringbusinesses 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