Driving Cannabis Brand Growth Through Earned Media Alone

Problem

A Michigan-based cannabis company planned a bold promotional campaign: giving away free cannabis for a year. They needed a compelling way to share the news and drive attention from both media and potential customers.

Solution

Our team developed a strategic press release and executed targeted outreach to earned media outlets across Michigan. The approach focused on positioning the campaign as a timely, consumer-driven story that would resonate with both local and national audiences.

Result

The promotion generated significant traction within one week:

• 58 earned media articles published
• Over 664 million total media impressions
• Customer entry goals exceeded by 160 percent
• New customer acquisition goals exceeded by 180 percent

These results were achieved entirely through earned media, with no paid PR distribution or advertising support.