Overview
Understanding Backwoods’ relevance in the cannabis space, the Brand sought an authentic way to further integrate into the lifestyles of consumers. ITG Brands partnered with Matrix MKTG to develop creative ways to activate the Backwoods brand in various key markets.
As a tobacco brand, Backwoods faced various state and federal regulations that prevent traditional marketing. Without the use of traditional consumer-facing as well as influencer marketing, the Matrix MKTG team had to get creative with ways to showcase the brand to achieve the expected ROI.
Approach
After assessing the brand’s needs and regulatory roadblocks, the team devised a plan to partner with existing music studios and adult entertainment clubs to transform them into Backwoods branded spaces and create exclusive retail channels for the brand. Spaces in each venue were renovated to infuse the Backwoods brand into the venues’ look and feel, making each design unique but still connected to the Backwoods brand.
Additionally, we supported the venues in obtaining retail licenses to sell Backwoods products onsite. The “Big Idea” was to create an alternative distribution network through venues that catered to popular musical artists and celebrities. The program was launched in seven (7) US markets, at more than 50 music studios and adult entertainment clubs, and featured curated content that was shared with brand fans, giving them access to the aspirational lifestyle of trendsetters.
Results
Due to these creative measures, Backwoods realized a significant increase in sales directly correlated to the multicultural market.
Sales increased by 140%, proving the unconventional strategies and non-traditional marketing tactics to be effective and successful.
Backwoods also yielded success becoming number one in the tobacco category for the first time in the brand’s history. Currently, Matrix MKTG continues to evolve the program and grow brand awareness through a robust events program in addition to the alternative distribution program.
