DOOH CASE STUDY: CANNABIS

Objective

A cannabis brand wanted to enhance safe access to legal cannabis, educate consumers about cannabis as a tool for wellness, and drive smart cannabis policies. The cannabis brand aimed to drive awareness, consideration, and intent for its product.

Approach

Identified the legally compliant DOOH venues available for the cannabis brand. Eliminated all DOOH locations that were within 1,000 feet of schools, rehabilitation centers, and other conflicting points of interest • Using a custom POI list around retail locations the cannabis brand is carried in that matched legally compliant areas. Used audience targeting, venue type targeting, and day parting to reach the cannabis brand’s target audience.

Key Insights

Campaign exposure in contextually relevant venue types successfully drove lift across all campaign KPIs, proven by a 51% lift in ad recall and 41% aware of the cannabis brand likely to purchase in the future