DOOH Marketing
Cannabis — Brand Awareness
+51% Ad Recall Lift
Campaign 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 brand aimed to drive awareness, consideration, and intent for its product.
Venue Types Used
Audience Targeting Approach
Identified the legally compliant DOOH venues available for the cannabis brand. Eliminated all DOOH locations within 1,000 feet of schools, rehabilitation centers, and other conflicting points of interest. Using a custom POI list around retail locations the brand is carried in that matched legally compliant areas. Used audience targeting, venue type targeting, and dayparting to reach the target audience.
Results
+51%
Ad Recall Lift
41%
Aware of Brand Likely to Purchase in Future
✓
Full Legal Compliance Maintained
Insight
Campaign exposure in contextually relevant venue types successfully drove lift across all campaign KPIs. The 51% ad recall lift and the fact that 41% of consumers aware of the brand expressed likelihood to purchase in the future demonstrates the power of compliant DOOH for cannabis brands. With severe advertising restrictions on digital platforms, DOOH provides one of the few scalable upper-funnel channels available to the cannabis industry.