Role: Copywriter

CD: Steve Mietelski

AD: Lenny Rallo

Brief:

Happy Valley is a premium cannabis dispenser throughout Massachusetts, with multiple award-winning strains in their back pocket. Part one of our challenge was to find a way to raise awareness of Happy Valley’s gold-medal products. The second part of our instruction was to find a way to increase the sales of their ‘solventless’ cannabis oil – extracted without the use of solvents, like butane or propane. This oil is potent, but comes with a higher price point than your casual dispensary visitor might expect to shell out.

Execution:

To solve part one, we pushed promotional sales on their Instagram page, designing fresh content tying in various holidays and pop culture figures.

Happy Valley also ties itself heavily to the music industry, partnering with local artists and concert venues to promote their product as an experience. In turn, we tied posts to historical artists who pioneered the early days of cannabis culture.

Additionally, we started giving individual strains an “introduction”, letting followers know about upcoming releases (and any promotions attached). This way, customers might already know what they’re looking for, potentially eliminating any social anxiety that might make them reluctant to visit a dispensary.

We ran a “Holidaze of Blaze” campaign through the holiday season, attaching a unique sale to each day leading up to the end of the year. “Stocking puffers” might be my favorite addition.

Part two, we introduced “Solventless Sundays”, as a marketing strategy to create a consistent promotional day for oil-fanatics to come in and save money and bulk-up on oil. This solves for the fact that many local dispensaries didn’t carry this potent product (including those who were legally restricted and out-of-state). This promo could also encouraged people who might be a further drive away to make the journey as a Sunday drive.