CANNA CANADA: Cultivating Market Presence
CANNA's journey, from niche expertise to a recognized force in a burgeoning industry, is a narrative of strategic growth and community connection.
The
Story.
In 2018, CANNA, a global and well knowned nutrient company for the gardening industry aimed to consolidate its canadian market share while the legalization of the grower industry was ongoing. Several competitive nutrient companies were fighting to acquire business from the new and fast emerging licensed producers across the country.
CANNA was globally knowed as a cool and fun brand very active within a specific niche audience. CANNA Canada audience was at the time limited to a very niche group of targeted people. The CANNAtalk magazine was published and distributed in specialty retail stores and along with some customer appreciation events in there as well. That audience was unformal, and there was no digital connections and active engagement with the brand.
With the legalization ongoing, a new B to B audience was fastly emerging and learning about the industry, existing brands and products. It was critical for CANNA Canada to claim and take ownership of their position within the market as a global pioneer and leading nutrient brand.
From the ground up, we work closely with CANNA canadian executive to build up brand activations program, brand digital identity and a formal and highly engage audience with which we nurture a unique and substainable relationship.
The
Story.
THE OBJECTIVE.
The initial objective was to build up a formal audience and get close engagement.
THE CHALLENGE.
There was a fast emerging and agressive competition fighting to acquire industry newbies and fats growing market shares.
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As a cool and fun brand for growers, CANNA brand was not well aligned to acquire the canadian emerging commercial and highly business oriented audience.
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Facing heavy legal constraints and limited marketing resources, CANNA Canada was merely present on social media.
THE STRATEGY.
Working closely with CANNA canada executive, we quickly suggested new communication axes to position CANNA as a key source of knowledge and resources while staying a cool brand.
We develop several program to achieve that brand positioning while building up the audience from live activation to digital. One of those programs called CANNAtalk experience was a key turning point for the brand in Canada. We were the first one's in the country to overcome legal and regulative hurdles and gather master growers around the same table for highly valuable exchanges. The content emerging from such workshops along with an active digital media program and unique tradeshow activations have been meticuluously planned to create a great hype.
We've been monitoring this hype closely and continuously proposing new programs or improvements along with highly detailed budget, planning and consistent executions.
Every endeavor is a calculated reaction, where strategy and creativity collide and fuse, giving birth to a dazzling display of achievement.
THE
DELIVERABLES.
THE OUTCOME.
Today CANNA Canada has thousands of people following and actively engaging with the brand on several social media.
The CANNAtalk program become a key components of CANNA identity with several events, meetings and digital content published all year long.
CANNA Canada now have a internal marketing team able to navigate and build up from the brand and intellectual assets we've been developing over the years.
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