Strain Smarts: A Cannabis Library
Clio Cannabis 2022 Bronze Winner
It’s time to get smart about cannabis. No more tired stoner tropes. No more lazy promises about the high. No more asking your friend Bob about what strains offer the best effects. Google search trends such as “weed strains,” “cannabis” and “cannabinoid” have all be trending up, and there has been a 100% increase in daily searches for the term “terpene” alone since January 2020.
It’s clear that consumers are seeking to learn and discover, so we built our strain library to help them do just that. We included everything they would want to know about our strains…and then we added more. Everything was designed with the consumer experience in mind, from beautiful plant photography, to notes directly from our growers, to strain recommendations, to the ability to filter by type, taste, aroma, and you guessed it…terpenes. We even provided links to playlists perfectly primed for their next sesh.
While our site only launched earlier this year, we’ve already seen amazing consumer interaction and engagement. Posts on our social channels about our strain library see a +92% better than average reach and an +86% better than average share rate.
The concept of a strain library isn’t new, but we didn’t build just another strain library. Our site was curated so everyone can discover something they enjoy – wherever they are in their individual cannabis journey – and smart up along the way. And it’s not just our customers and patients who benefit from this new tool, either; our Budtenders and Patient Care Specialists have been able to use it to empower their customers with strain-specific knowledge.
Cannabis is growing (literally) every day, and there is always more to be discovered. It’s time to get smart about cannabis.
This professional campaign titled 'Strain Smarts: A Cannabis Library' was published in United States in April, 2023. It was created for the brand: RYTHM, . This Film medium campaign contains 2 media assets. It was submitted 6 months ago.
Entrant Company: Green Thumb Industries, Chicago
Marketing Company: Antenna, New York
Senior Creative Director: Jen Denis / Green Thumb Industries
Senior Creative Producer: Casey Gordon / Green Thumb Industries
Head Grower: Nathan Ell / Green Thumb Industries
Head Grower: Emily Nail / Green Thumb Industries
Project Coordinator: Billie Gillespie / Green Thumb Industries
Senior Design Manager: Sam Snyder / Green Thumb Industries
Vice President: Cristin Rudolph / Green Thumb Industries
Senior Brand Manager: Nicole Grede / Green Thumb Industries
Director of Photography: Mitch Nasser / Nasser Productions
Photographer: Charles Bouril / CQB Productions
Assistant Camera: Julio Perez / Freelance
Lighting Tech: S. Flynn / Flynnworks
Head Grower: Seth Boddy / Green Thumb Industries