Challenge
Endure Greenbroz to the Cannabis Community.
While working as the marketing director at GreenBroz, my team and I realized that we had the opportunity to build brand sentiment with decision-makers in the cannabis industry. Here's how we did it.
Background
Many cannabis industry veterans are skeptical of new brands entering the space. They expect that new cannabis businesses care little about the plant or the people it helps. This skepticism often keeps industry veterans from embracing new technology.
Insight
We could leverage GreenBroz's 10th anniversary and double down on our key differentiators to demonstrate to industry veterans that GreenBroz has been a part of and supported the cannabis community since day one.
Tagline Refresh
American Made.
Industry Born.
We updated GreenBroz's tagline from the vague, "Some Revolutions are Born, Ours was Engineered," to the more illustrative and succinct "American Made. Industry Born."
The new tagline speaks to two of the brand's key differentiators—the fact that GreenBroz machines are made in America and that the company was founded to serve the cannabis industry.
'American Made' is not only a major selling point in the United States, but the designation is a sign of quality in burgeoning markets inside Europe and Central America. 'Industry Born' is a colloquialism used by cannabis workers who grew up in the industry, usually because their parents were growers. Adding 'Industry Born' to our tagline gave Greenbroz a way of saying that we've been for the industry since day one.
Social Campaign
What Makes You Industry Born?
As a company that makes metal machines, it can be difficult for GreenBroz to show off its human side. To address this, we asked GreenBroz team members, business partners, and its Instagram audience to write us and share what they love about being part of the cannabis industry. We shared the resulting posts on GreenBroz' Instagram account.
Promotional Material
10 Years of Shaping the Industry
A decade in business is a big milestone in the cannabis industry. We helped GreenBroz celebrated its anniversary by creating content like videos, banners, and social posts dedicated to telling the story of how it went from a Southern California garage to the leader in post-harvest processing.
Results
3,000+
Interactions with the GBZ Brand
Our Industry Born posts more than doubled GreenBroz's average engagement rate, and our cross-promotion efforts with other brands led to more than 200 new followers.
2
Competitors Changed their Word Track
After we updated the GreenBroz tagline, some of their competitors decided to revamp their messaging to include phrases like “Founded in NorCal” and “Designed in North America.” Imitation really is the best form of flattery.
35,000+
Organic Instagram Impressions
Not so fun fact: cannabis is still federally illegal, which means folks like Meta won't let you partake in any paid advertising. So anytime you see a post for a cannabis-related business on Instagram, the marketing team responsible had to put some serious work in.