ABOUT

SUMMARY
LIVLI multivitamins for cannabis users were launching in Canada just in time for legalization. The task was to create a brand and an effective communications strategy to launch it in Ontario. While the product doesn’t contain cannabis, it was still a grey area at the time, meaning the messaging, design and overall positioning needed to be extensively researched and carefully thought through.

BRAND POSITIONING
The team found that as per Health Canada, 60% of cannabis users experience drawbacks. Recognizing the new players in the category were focusing on the “highs”, we wanted to have an honest conversation about the “lows”. Therefore, LIVLI was positioned as a sidekick that helps you through your entire journey – from high to low.

IDEA
Eventually, LIVLI lit up the cannabis space with an integrated OOH + digital campaign that asked one question: “Is green giving you the blues?”. This catchy tagline spoke directly to the audience without mentioning any of the words not allowed on the platforms. The campaign used a channel-specific promo code that allowed us to track conversions and effectiveness of hard-to-measure mediums.

SOCIAL STRATEGY
The social strategy relied heavily on engaging influencers who would receive packages containing SWAG items as well as the LIVLI product before the official launch. The boxes were sent out to health and lifestyle bloggers and cannabis enthusiasts with a notable presence on Instagram, who then generated interest among their communities. The message was also delivered via partnerships with Lift&co, The Her(B) Life, CannaSOS and Leaf Forward.

KEY LEARNINGS
The campaign generated lots of interest from the consumers, which resulted in 350% more sales on launch than anticipated. Through educational and inspirational content that embraced taking care of the mind and body, we were able to attract both wellness and cannabis enthusiasts, growing the following by an average of 120% per month.
Comments and DMs evidenced how refreshed users were to come across a brand that addressed balanced living with a holistic approach. Within only 6 months, we were able to build a deeply engaged community with an engagement rate of 7.5%, exceeding the benchmark of 3%, as well as our target of 5%. This engagement rate was maintained as the brand's community continued to grow organically.

The insights from the first campaign allowed us to make further user experience improvements to the website, focus on the visuals and other elements that performed best and ultimately help the client successfully launch their second product in line.