Challenge

 K-Zen Beverages aimed to be a leading cannabis beverage company, but lacked go-to-market brand marketing expertise. Launching their first product line required a comprehensive approach to community building and demand generation in a highly regulated industry where paid advertising is unavailable to deploy.

Solution

Craft and implement a scrappy go-to-market strategy using the Functional Marketing Framework designed to organically grow a brand community and jumpstart customer acquisition. Leveraged SEO-optimized cannabis education content, strategic partnerships, launch events, and a robust social engagement strategy. Refined product messaging for channel partner activation and foundational sales collateral.

Results

• Web Engagement Soared: Achieved a 122% increase in inbound traffic and maintained an average session duration of nearly 4 minutes per session, showcasing effective target audience reach, engagement, and content relevance.

• Community Growth Success: Doubled social community growth month over month.

• Impressive Sales Metrics: Total sales surged by 26% quarter over quarter and product SKU saw over 40% repeat purchasers each month, establishing the inaugural product as the "stickiest" beverage brand on Eaze.

• Rapid Innovation: Successfully developed a second product line within 2 months, winning 2nd place at the 2021 Emerald Cup Awards for best cannabis-infused beverages.

This success story showcases the effectiveness of a holistic go-to-market strategy, establishing K-Zen Beverages as a prominent player in the cannabis beverage industry.