Tradecraft Farms Case Study
TRADECRAFT FARMS
A legacy cannabis brand, multi state retailer, and indoor cultivator.
CHALLENGE
In the increasingly competitive cannabis landscape, TCF needed to:
1) Reposition their brand identity and clearly differentiate it
2) Grow brand awareness
3)Increase the lifetime value and retention of customers at Tradecraft Retail.
METHOD
BRAND STRATEGY : MEDIA : VISUAL IDENTITY : SOCIAL : DESIGN CAMPAIGN :PACKAGING
RESULTS
48k Rabid IG fans : 80% retention at retail : A new brand identity that captured the attention of both legacy consumers and the emerging cannabis market. The Tradecraft Farms brand now represents an authority in premium cannabis, steeped in accessible Southern California culture celebrating people who follow and develop their passions.
Tradecraft Apparel
TASTE LIFE : CAMPAIGN PRINT, POP, SOCIAL
The tactile, and analogue spirit of smoking flower causes you to get off your screen and checkin -- connect more deeply with yourself and the world around you.
Engagement on social media grew 100 percent. Retail customers felt more connected with the brand/more loyal. The campaign also included an apparel line which, unlike cannabis, could be promoted with traditional ad buy.
ART OF INDOOR : CAMPAIGN SOCIAL
The ART OF INDOOR campaign took the science and precision of indoor growing and elevated it to an art form. Northern CA had effectively marketed the concept of OUTDOOR growing, capitalizing on the concepts of natural sunlight and living soil. The TCF’s ‘Art Of Indoor’ was the first to effectively market the concept of INDOOR growing, making it aspirational and tangible
DATA
48k IG followers. With engagement of up to 10k per strain drop driving sales of flower for retail. We earned huge engagement, ART OF INDOOR established the TCF brand authentically as premium growers, while driving the sales of specific strains through 360 channel drops
FARM FAMILY FRIENDS : CAMPAIGN RETAIL
In cannabis retail the bud tender is key to customer purchase decisions. Farm Family Friends championed inclusivity, good people, great service and loyalty.
DATA
80 percent retention rate $65 average basket size. With 20% ratio of champion customers.
BORN & RAISED : Daniel Rodriguez UFC In store and online film.
#ELEVATEYOURCRAFT :
#elevateyourcraft inspires following your passions, appreciate who they are and celebrate those that have developed their craft to high art. We put a face on our internal team as influencers make Tradecraft all about the human connection.
With the elevate your craft film series we highlighted Los Angeles based high achievers such as Daniel Rodriguez.
UFC fans are a target market for flower and 75 percent of UFC fighters use cannabis. Daniel Rodriguez great up on the streets of LA living in and out of local gangs. He pushed himself to go beyond expectations, leaving the streets to become a professional UFC fighter. TCF tracked his meteoric rise through the professional ranks of the UFC.
TRADE CRAFT FAMILY REWARDS APP:
The loyalty program allowed TC Retail to incentives customers with precision, moving away from the discount carpet bombing that is ubiquitous in the industry. We partnered with SpringBig to create the app.
Outlaw Loyalty Box
Walton Goggins - Mulholland Liquor x Tradecraft Farms
INCENTIVES:
Special access and gifts are a hallmark for Tradecraft Platinum members. One of the favorites was our collar with actor Walton Goggin’s Los Angeles based whisky brand, Mulholland distilling. Both brands enjoy a parallel ethos encapsulating, premium quality, an outlaw cool factor and Los Angeles.
SOCIAL MEDIA :
The IG platform blended several engaging themes. Farm Family Friends focused on personality pieces and elevated bud tenders and cultivators to mini influencers. The Art of Indoor built hype around strain drops. Taste Life fulfilled lifestyle imagery that drove apparel. And additional media covered news and education brought to consumers by the actual growers. The over-all look included the legacy appeal of ‘weed porn’ but elevated the photography to make it ownable and unique to the brand. The style and content also engaged the ‘New Cannabis Market’ which is more interested in lifestyle and education.
RESULTS :
48k IG followers. With high engagement numbers, hyping new products and providing a source of cannabis news, culture and education.