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Content Marketing Campaign
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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.
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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.
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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.
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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.