Content Marketing Campaign
- 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.
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.
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.
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.