CANNAtalk: PASSIONATE GROWER SERIES
This series puts a spotlight on the diverse voices within the Canadian growing community. These interviews serve as a celebration of the growers' dedication and a testament to the shared values between CANNA and its audience.
Client
Affiliates
Year
SPECIALTY SERVICES
PROGRAM DESIGN
PROJECT MANAGEMENT
CONTENT DEVELOPMENT
INTERVIEWS
STORYTELLING
PRODUCTION
related PROJECT
RELATED SUCCESS STORIES
SYNOPSIS
CANNA Canada’s goal was to sow the seeds of brand recognition across Canada, targeting licensed producers, while navigating the delicate balance of legalities and corporate directives. We approached CANNA Canada's digital conundrum with a strategic mindset and a passion for storytelling. Our plan was to not only navigate the restrictions but to transform them into opportunities for creativity and meaningful connection.
The strategy developed centered on a creative approach to content, aiming to establish credibility and resonate with the local Canadian community. Upon launching the CANNAtalk ecosystem, we implemented a series of interviews and community-focused initiatives to foster engagement and strengthen the brand connection through shared values. We developed the "Passionate Grower Interview" series from its inception through to execution, with the goal of cultivating a presence for CANNA Canada that is as organic and robust as the community it serves. Each step was a calculated component of a larger plan, not merely to grow but to do so with purpose, integrity, and a profound understanding of the market's pulse.
Weaving these elements into the fabric of CANNA Canada's content strategy enabled me to do more than just repurpose existing material; our goal was to breathe new life into it, infusing each piece with relevance and resonance. This new category of content was a strategic move that extended beyond marketing—it was about creating a narrative that promoted growth, and connection through shared-experience and a passion for growing.
From Text to Video
In 2022, as the social media and digital content landscape continued to evolve, we proposed transitioning to a mix of long-form and short-form content to enrich the depth and cater to the changing preferences of our audience. In 2023, we introduced an innovative digital content strategy transitioning from repurposing to creating. This shift involved:
Transforming
- "The Passionate Grower" Interview Series into documentary style on-site interviews with passionate growers across Canada.
Introducing
- The "Grower Spotlight" Video Interview series dedicated to highlighting Canadian Cannabis Industry Professionals
- The "CANNA Grower Spotlights" as a way to introduce and showcase CANNA Case Studies both in written and long-form video format
- Uniquely Canadian Product & Lifestyle Photoshoots.
This revitalization led to impressive new engagement rates from Q1 of 2023 to January 2024
- 54.31% Rise in LinkedIn clicks
- 32.77% Increase in website clicks on Instagram
- 41.27% Increased Instagram engagement rate
Today, we shine a spotlight on the diverse and dedicated members of the growing community, from hobbyists nurturing hot peppers to viticulturists, craft cannabis cultivators, and vegetable farmers, showcasing setups ranging from quaint non-commercial spaces to burgeoning businesses. At the heart of this series is a celebration of passion and quality, values deeply rooted in CANNA’s philosophy. We delve into the personal journeys of these growers, uncovering the origins of their passion and exploring the intricacies of their cultivation practices. Through candid conversations, we highlight not only their unique challenges within the industry but also their personal achievements and the shared commitment to excellence that binds the community.
This evolution signifies more than a change in medium; it represents a shift in narrative power. No longer seeking participation, we now curate stories from a community eager to share their experiences, bound by a collective passion for cultivation and a relentless pursuit of quality. This series has become a testament to the vibrant, diverse, and deeply passionate world of growers, illuminating their contributions to their fields and underscoring the shared values that unite us all.
Our comprehensive content strategy overhaul for CANNA Canada marked a strategic pivot from generic outreach to a deeply engaging, community-driven narrative. Spearheading initiatives like the guerrilla-style "Grower Spotlights" and "The Passionate Grower Interview Series," we captured the authentic voices of the cannabis cultivation community, fostering a genuine connection. This shift not only enhanced the brand's digital footprint but also established CANNA as a thought leader, evidenced by a notable 41.27% increase in Instagram engagement rates and a strategic lift in LinkedIn interactions. Through these initiatives, we underscored CANNA's commitment to quality and passion, nurturing a vibrant community dialogue that propelled brand loyalty and market positioning.
Client
Affiliate
Year
SPECIALTY SERVICES
PROGRAM DESIGN
PROJECT MANAGEMENT
CONTENT DEVELOPMENT
INTERVIEWS
STORYTELLING
PRODUCTION
Main Work
RELATED SUCCESS STORIES
SYNOPSIS
CANNA Canada’s goal was to sow the seeds of brand recognition across Canada, targeting licensed producers, while navigating the delicate balance of legalities and corporate directives. We approached CANNA Canada's digital conundrum with a strategic mindset and a passion for storytelling. Our plan was to not only navigate the restrictions but to transform them into opportunities for creativity and meaningful connection.
The strategy developed centered on a creative approach to content, aiming to establish credibility and resonate with the local Canadian community. Upon launching the CANNAtalk ecosystem, we implemented a series of interviews and community-focused initiatives to foster engagement and strengthen the brand connection through shared values. We developed the "Passionate Grower Interview" series from its inception through to execution, with the goal of cultivating a presence for CANNA Canada that is as organic and robust as the community it serves. Each step was a calculated component of a larger plan, not merely to grow but to do so with purpose, integrity, and a profound understanding of the market's pulse.
Weaving these elements into the fabric of CANNA Canada's content strategy enabled me to do more than just repurpose existing material; our goal was to breathe new life into it, infusing each piece with relevance and resonance. This new category of content was a strategic move that extended beyond marketing—it was about creating a narrative that promoted growth, and connection through shared-experience and a passion for growing.
From Text to Video
In 2022, as the social media and digital content landscape continued to evolve, we proposed transitioning to a mix of long-form and short-form content to enrich the depth and cater to the changing preferences of our audience. In 2023, we introduced an innovative digital content strategy transitioning from repurposing to creating. This shift involved:
Transforming
- "The Passionate Grower" Interview Series into documentary style on-site interviews with passionate growers across Canada.
Introducing
- The "Grower Spotlight" Video Interview series dedicated to highlighting Canadian Cannabis Industry Professionals
- The "CANNA Grower Spotlights" as a way to introduce and showcase CANNA Case Studies both in written and long-form video format
- Uniquely Canadian Product & Lifestyle Photoshoots.
This revitalization led to impressive new engagement rates from Q1 of 2023 to January 2024
- 54.31% Rise in LinkedIn clicks
- 32.77% Increase in website clicks on Instagram
- 41.27% Increased Instagram engagement rate
Today, we shine a spotlight on the diverse and dedicated members of the growing community, from hobbyists nurturing hot peppers to viticulturists, craft cannabis cultivators, and vegetable farmers, showcasing setups ranging from quaint non-commercial spaces to burgeoning businesses. At the heart of this series is a celebration of passion and quality, values deeply rooted in CANNA’s philosophy. We delve into the personal journeys of these growers, uncovering the origins of their passion and exploring the intricacies of their cultivation practices. Through candid conversations, we highlight not only their unique challenges within the industry but also their personal achievements and the shared commitment to excellence that binds the community.
This evolution signifies more than a change in medium; it represents a shift in narrative power. No longer seeking participation, we now curate stories from a community eager to share their experiences, bound by a collective passion for cultivation and a relentless pursuit of quality. This series has become a testament to the vibrant, diverse, and deeply passionate world of growers, illuminating their contributions to their fields and underscoring the shared values that unite us all.
Our comprehensive content strategy overhaul for CANNA Canada marked a strategic pivot from generic outreach to a deeply engaging, community-driven narrative. Spearheading initiatives like the guerrilla-style "Grower Spotlights" and "The Passionate Grower Interview Series," we captured the authentic voices of the cannabis cultivation community, fostering a genuine connection. This shift not only enhanced the brand's digital footprint but also established CANNA as a thought leader, evidenced by a notable 41.27% increase in Instagram engagement rates and a strategic lift in LinkedIn interactions. Through these initiatives, we underscored CANNA's commitment to quality and passion, nurturing a vibrant community dialogue that propelled brand loyalty and market positioning.
Program Design
ExperientIal
CONTENT COMMUNICATIONS
PRODUCTION
