“Eaiser done than said” campaign
Weedmaps launched its own ordering app that connected consumers with all of existing cannabis dispensaries and brands that listed on wm.com.
Billboards
First out of the gate would be Out of Home billboards. Weedmaps had already been running the “Smile it’s Legal” campaign that congratulated the 20+ US states that had passed recreational usage. We re-wrapped all of those billboards with our new “Easier done than said.” theme.
Social
The organic and paid social campaign focused on quick conversations. Anything the consumer could think of, and the Weedmaps Order App was already on it. This campaign was especially effective because most of the states restricted what could and couldn’t show and say about weed. So it became a kind of viral “inside” conversation with suggestive questions.
Digital OOH
Focusing on the 20+ US states that had passed recreational cannabis, we created a digital OOH “Own a City” campaign for 2 to 3 major cities in each of those states.
Some of the states had more rigid requirements on what could and could not be said about cannabis. So we got creative and used the campaign theme to our advantage.
• In the states where we couldn’t use our full name, we used the WM logo lockup and kept the conversation more “read your mind” kind of message. Everyone who knew, knew what we were saying.
• Then in the cities where we could be more blunt with the conversation, we still used the suggestive nature of “reading your mind” but paid the story off with a nice sweet leaf and our full Weedmaps brand mark.
B2B communications and directions
Before the campaign launched, all Weedmaps partner stores received a simple set of directions with a seamless integration of their products into our platform so all they had to do was take the orders.