Redefine the marketplace
Building a high-flying brand
Leafly
Awards:
Services we provided:
Earned Media
Strategic Communications
Executive Communications
In 2019, as cannabis legalization efforts were rapidly occurring around the globe, the appetite for accurate information was at an all-time high. There was a unique window of opportunity for Leafly to position itself as the most trusted and comprehensive source of cannabis information for both enthusiasts and novices, while also establishing itself as a leader on customer safety, compliance, and social justice in the industry. BPI worked with Leafly to develop and execute a comprehensive earned, owned, and paid communications strategy that highlights the brand’s expertise in the marketplace, as well as their work on social justice and equity in the industry.
We leveraged high-level messaging to position Leafly as an innovator, leading the industry in products, data, and action, and helped them stand out in a competitive field. With a new CEO, we’re building out an executive platform that leverages her policy background and further positions Leafly as the go-to industry resource leading the way forward in a new era of cannabis.
Spreading the Love of Cannabis | Spring 2022
Outcomes
BPI combined traditional media engagement with creative, outside-the-box approaches, we have raised brand awareness, differentiated Leafly from their competitors, and reached both our core consumers and new, mainstream audiences.
We’ve achieved significant media coverage in local, industry, and national media outlets, raised social engagement, and driven increased traffic to their website.
Ultimately, we built Leafly’s brand around substance and action on the issues that matter.
BPI’s work was instrumental in achieving the following breakthrough moments for Leafly:
Spreading the Joy of Cannabis: To celebrate 4/20, BPI partnered with Leafly to commission local artists to create a series of murals in key cities. Integrated QR codes allowed passersby to experience the art in Augmented Reality (AR). The murals were also available for purchase as NFTs — with proceeds supporting community nonprofits working toward justice in the cannabis industry. Our innovative and integrated work with Leafly won a Clio Cannabis Award.
