Problem Statement:
Faceplant faced the challenge of insufficient foot traffic to their retail locations. Despite offering a variety of appealing proprietary products, including cannabis strains, seeds, drinks, oils, edibles, and skincare items, they struggled to attract customers to their physical stores, particularly among Canadian millennials and Gen Zers, with a focus on women who may feel societal stigma related to cannabis use.
Strategic Insight: "Women don't want to face high societal standards when they are high"
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Creative Concept:
Given Canada's significant immigrant population over the years, including individuals from countries where cannabis is illegal, there was a unique opportunity to address the specific needs and experiences of these immigrants who may face additional barriers or stigma related to cannabis use.
The campaign "Herban Blossom" symbolizes breaking free from stigma (Her + Ban) and embracing freedom (Blossom). It aims to empower immigrant women in Canada, particularly those from countries where cannabis is illegal, to overcome stigma related to cannabis. Through the stories of Vanessa from Nigeria and Carolina from Colombia, the campaign promotes freedom from societal judgment.
To increase foot traffic, the campaign partners with influencers and organizes exclusive activities for customers who earn stamps on their "Blossom" cards. These activities include women's circles for connection and relaxation. Completing the card rewards customers with jewelry access tokens and notifications for exclusive products and events.
This concept targets immigrant women in Canada seeking freedom from judgment and aims to enhance their in-store experience, driving increased engagement at Faceplant's retail locations.
