The Need:
A shiny new brand in the nascent industry of legal cannabis cultivation, Batch:64 (a branch of Maxfield’s Organics) needed to establish their hyrdroponic growing media as the best in the business. More than that, they aimed to establish themselves as a lifestyle brand in the Colorado cannabis industry to open opportunities for product line expansion as the meteoric industry continued to grow. To achieve these goals Batch:64 reached out to Domoto Brands, where I was Digital Strategist, to establish the brand in this budding market.
The Remedy:
To get things going I launched the brand on key social media channels Facebook, Instagram and Twitter to give us the best opportunity to talk directly to cannabis growers in the Colorado market. We then teamed up with industry influencers, including the Organic Cannabis Association, to reach a targeted market of growers and industry enthusiasts.
A brand-building post, showcasing where to get Batch:64 in Colorado.
The company Twitter stream was a mix of targeted engagement and thought leadership.
I worked with the team to promote their presence at industry events.
Social curation, not always easy in an industry that's so brand new!
Once we had our audience segmented and targeted we began to curate materials to establish thought leadership in the industry and position the Batch:64 brand as pioneers in the world of organic cultivation. Previous to the brand’s inception, cannabis cultivation had been heavily dependent on chemical fertilizers and pesticides. Our first campaign aimed specifically to show growers a more natural, and more profitable alternative.
A header shot from the Batch:64 "Go Big" campaign. Design by Domoto's Jenny Carbajal.
“900% increase in organic social media reach.”
The Results:
After getting the brand established on social media I turned my focus on to growing reach as fast as the cannabis market itself was growing. Over the course of 6 months I was able to increase organic reach of the brand on social media by 900%. This momentum enabled the brand to move from a product-based communication strategy to one based on their boundary-pushing lifestyle brand. Today Batch:64 substrates help growers in Colorado and Washington grow more profitable plants and they’ve recently become a certified B-Corp!
