A comprehensive strategy for an intricate brand
Floating Islands came to Cannabis Creative, a division of CHAMP, with an out-of-this-world product: the first-ever sparkling cannabis-infused smoothie beverage. What’s more, the Floating Islands team had a powerful story to tell. It included historical social injustices, high tech brewing, and a touch of science fiction.
A brand as layered as this required Cannabis Creative to craft a digital marketing strategy aimed at setting Floating Islands apart from other big canna-beverage players. The approach also needed to generate awareness and brand equity amongst conscientious cannabis consumers.
Services Utilized
Floating Islands was dreamt up by New England cannabis advocates who believe in slowing down and connecting to the best parts of life.
The company offers innovative canna-beverages that promise premium ingredients and inspiring journeys. At the same time, Floating Islands is committed to serious reform to promote social equity across the entire industry.
Overview
An early web presence was key in establishing the brand’s identity ahead of Floating Islands’ full website launch. To achieve this, Cannabis Creative first developed a landing page using the brand’s visual elements and custom graphics.
Moreover, Cannabis Creative was able to capture leads for Floating Islands with an email signup call-to-action. Subscribers received a custom designed email with information about the brand and what to expect in the near future. Anticipation and buzz grew while the team worked to develop the full website.
Challenge
Cannabis Creative began with an extensive competitive analysis. We evaluated competitors’ design and marketing choices, and determined how to best help the client distinguish themselves.
We further collaborated with the client on a website mood-boarding process. Sharing examples of innovative web design allowed us to better hone in on how to bring Floating Islands’ vision to life.
With the landscape well studied, Cannabis Creative was able to produce Floating Islands’ unique web content strategy. We crafted an outline to maximize lead generation and drive organic traffic via SEO. Most importantly, we wove the incredible lore of the Floating Islands universe throughout.
Solution
Each piece of the digital marketing puzzle is interconnected. Cannabis Creative generated fresh blog content for the new Floating Islands website to satisfy both of the brand’s main goals: (1) to rank highly in search results for everything “canna-beverage.” (2) to reward their super fans and site visitors with consistent, engaging content.
The first step was for Cannabis Creative to research and develop a list of high-ranking keywords for our writers to use in each content piece. These keywords acted as building blocks to form topics around actual high-volume user searches. Moreover, the team provided content on topics that were central to the brand’s identity: education, social justice, and joy.
Results
Cannabis Creative successfully delivered on a beautiful and functional website that seamlessly entices users to join Floating Islands’ product waitlist, and to become immersed in the rich universe that the brand offers.
We continue to highlight Floating Islands’ complex production process and updates on the brand’s charitable work. All the while, Cannabis Creative maximizes the brand’s search ranking by optimizing for keywords and readability.
Cannabis Creative developed a welcome series in the client’s email marketing platform, consisting of a four-part journey. Each subsection served a deliberate purpose, and always included a distinct call-to-action for the reader to take.
In addition to the welcome series, Cannabis Creative designed custom templates based on the website’s aesthetic. These included:
- newsletter updates
- promotions
- product drops
- announcements
