The pandemic was difficult for so many people, especially those living in isolation and the team wanted to do something for the community that would be fun, entertaining and bring people together.
The cannabis community are creative, innovative and even nostalgic (to name only a few traits!) and so the idea of a rolling competition made complete sense.
The execution though would be far more challenging.
Navigating challenging ad policies (both public & internal) would be no mean feat, but necessary in order to be able to achieve a monetisable level of reach.
Presenting the cup as an art competition was the first step. We were also very clear in both the rules and in our copy, that entrants should use their favourite legal herb.
Using a full funnel approach, we were able to concentrate on areas of the campaign that would generate the most value for the 6 sponsors and for the users alike.
The competition was made up of speed and style rollers, appealing to a wide range of people.
WIth basic assets and video content shot on iphones at home, we were able to reach over 1.5 million people, who viewed our content well over 600,000 times, delivering exceptional value.
Whilst the paid media was so impactful, leveraging the community would also be important and the ambassador programme, where known figures in the industry were provided goody bags, furthered the reach of the campaign by up to a further 1.4 million people.
With the campaign picking up pace and getting more attention, the final tactic was to form a judging panel of well known figures around the world.
Celebrity marketers, influencers, professional joint rollers & jungle MCs were all within reach of our expansive network and they were happy to do something for the community in such difficult times.
With a live final and sizzle reel to be aired on 420, the end result was one that exceeded everyone’s expectations and provided some levity in troublings times.
As a team, we were able to successfully navigate Facebook & Instagram’s ad policies, generating value for the sponsors and all those who took part.