Content Marketing Campaign
When cannabis was legalized in Canada, many cannabis companies needed guidance on how to navigate the business world.
Fortunately, Deloitte has a practice that specializes in cannabis.They just needed to get the word out that they were there to support these companies.
THE
BRIEF
- Deloitte needed to subvert their reputation as mainstream, old-school, and uptight.
- Deloitte wanted to be seen as the best choice and best partner for the cannabis space.
- The multi-media campaign needed to inform and engage without sacrificing entertainment value.
THE SOLUTION
We created Brave New Market, a multi-pronged campaign that mixed documentary videos, podcasts, and written blogs / articles to put Deloitte in the middle of the cannabis conversation.
Microsite
The campaign began with the creation of a microsite. It showed the audience that Deloitte understands the legal weed world and the tricky world of government regulation, taxes, and financing.
Documentaries
The branded content that we created prioritized entertainment, while telling the story that Deloitte has been engaged in the industry since talks of legalization began.
Podcast
We created a host-driven podcast series that prominently featured the leads of Deloitte’s cannabis practice.The podcast featured discussions between the host, Deloitte partners, and industry leaders discussing all aspects of the cannabis industry.
Articles
Finally, we created quick-read articles for readers to gain a fresh perspective on some of the issues companies should consider as they continue to evolve.
The Result
