Case Study
Verano says "Yes" to brand advertising
Goals
Help consumers recognize Verano as a cannabis brand that exists to prove cannabis can and should be better
Address objections and remediate barriers uncovered in research with quick, hard-hitting digital ads
Approach
Driving specific audience subsets to the website
Unique landing pages designed to overcome anxieties and educate about the Verano brand
Utilize Fyllo Audience Solutions with a display-focused methodology
Verano is a leading, vertically integrated, multi-state cannabis operator in the U.S., providing responsible access to regulated cannabis products.
With a mission to address vital health and wellness needs, Verano wanted to execute a campaign that would drive increased awareness for the suite of premium brands within its portfolio. In addition, Verano wanted to address barriers uncovered in research after decades of fear-led messaging with quick, hard-hitting digital ads focused on the mantra “We Say Yes.”
To meet this challenge, Fyllo created custom segments for standard display to engage specific audience subsets which included:
Cannacurious
People who over-indexed with cannabis consumers but who haven’t made a purchase
Dabbler & Enthusiasts
Leveraging Fyllo purchase-based segments
The campaign outperformed on all key performance indicators, such as brand consideration, purchase intent, favorability, message association and awareness - with greater than 3% lift in brand awareness based on Lucid brand-lift study.
Additionally, the campaign was highly successful at delivering website engagement across audience subsets and resulted in more than 75,000 clicks, or 2X the benchmark.
As a result of strong performance, the campaign has been extended.
