Origins is a multi-state-operator founded in 2018 with dispensaries located in Oklahoma and Washington state. Origins embodies the innovative spirit of the Northwest, catering to a new generation of cannabis consumers.
Origins believes that wellbeing isn’t something you buy–it’s discovered. Disappointed by the industry’s lack of attention and care for consumers’ wellbeing, the founders created a company that treats their customers the way they want to begreeted. No gimmicks. No distractions. No pressure to buy.
Just naturally friendly people who look forward to making people happy.
Having been burned in the past, the CEO of Origins wasn’t a big fan of marketing. And who could blame him? Having worked with a half-dozen other agencies over the years providing dismal results. Instead of pitching Origins to carve out a piece of their 2021 ad budget, we proposed implementing a simple 90-day omni-channel pilot to lower costs and demonstrate ROI early on
We rolled up our sleeves and conducted a digital audit of the Origins Cannabis website. From an SEO perspective, there were plenty of areas requiring improvement. We recommended search engine optimization and a content strategy that would allow their brand’s personality to shine while making Origins a topical authority on a variety of cannabis search queries.
It was important for Origins that we focus on attaining net-new growth. Knowing that Origins had established a great reputation within their local communities, made the case that we also needed to focus on former customers who hadn’t visited an Origins dispensary within the past six months. In order to accomplish this, we needed better insight as to who their customers were and how they compared to today’s engaged consumers.
Leveraging geo-spatial tools we were able to draw a polygon around each location to analyze visitor demographic data. Our map-based geographical visualization tools enabled us to see visitor patterns–where they come from, how far they traveled, and how frequently they visited. Our analysis allowed us to gain essential insights into Origins’ customers. Demographic characteristics included age, gender, household income, interests, etc.
We know the importance of well-written content and how it amplifies search engine optimization. Our content and SEO teams worked closely together with Origins’ stakeholders to map out a variety of topics. The strategy was to choose topics that would educate, tie in the local communities, as well as promote certain holiday promotions. Each blog targeted the top keywords that our SEO team was aiming to rank for.
As our ad ops team was busy analyzing demographic data and building customer audiences for the upcoming programmatic advertising campaign, the Wunderworx creative team began developing several ad campaign concepts. These mood boards not only got the creative juices flowing, but also reinforced our initial thoughts to leverage Origins’ rich, well-established brand. The campaign strategy was to develop three different programmatic advertising campaigns targeting three customer profiles.
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Our jam session led us to the creation of three campaigns, targeting three different audiences. The first campaign entitled ‘Explore Confidently’ tapped into Origins’ core values and their connection to the untamed northwest frontier. To target Origins’ former and current clientele, we created a campaign we called ‘Stay Connected’. The goal of this campaign was to remind our target audience how valued they were/are. Lastly, we wanted to attract Seattle’s cannabis connoisseurs. We wanted to target those who enjoy regularly smoking flower with a campaign called ‘Some Assembly Required’.