AI Powered Marketing

Case studies

Smart Media Mix Fuels Youth Outreach Across Counties

Overview

Decoded is a media campaign aimed at educating youth and parents about cannabis use through a fact-based, non-judgmental approach. Focused on digital engagement, the campaign targets middle and high school students who seek credible information online, as well as parents looking for guidance on how to discuss cannabis use with their children. Through a multi-channel media strategy, Decoded raises awareness, drives website visits, and fosters informed decision-making.

Campaign Objective

The primary goal of the Decoded campaign was to ensure that accurate, science-backed information about cannabis was accessible to youth and parents. The strategy sought to increase website traffic, engage youth through digital and social platforms, and position Decoded as the most trusted online resource in San Mateo County for cannabis education. The campaign aimed to:

1. Drive traffic to the Decoded website, ensuring it appeared as the top search result for cannabis-related queries.

2. Increase youth engagement through targeted digital and social media campaigns.

3. Educate parents and expecting mothers on the effects of cannabis through community outreach and workshops.

Strategy & Execution

To achieve these objectives, a robust media strategy was implemented, leveraging various digital and offline channels:

Optimized website content and secured top-ranking search positions for cannabis-related queries.

Deployed programmatic display ads, mobile ads, and paid social campaigns (Instagram, YouTube, Snapchat) to engage youth audiences.

Utilized narrowcasting strategies in coffee shops, health clinics, and schools to reach parents and expecting mothers.

Placed ads in locations frequented by youth, such as school bus shelters, digital radio, gaming platforms, and billboards.

Collaborated with local youth influencers to create relatable content that encouraged engagement.

Hosted parent workshops, school-based initiatives, and interactive pop-up events, such as the DECODED Escape Room Experience, to foster real-world engagement.

We also blend digital and out-of-home together. We buy out digital boards and treat them like Instagram feeds for our campaign, making them an extension of our digital strategy. Additionally, we execute guerrilla sidewalk campaigns, capturing the experience in short-form videos that are strategically deployed across social channels—creating the illusion of an omnipresent campaign and reinforcing key messaging.

Results & Impact

Website Engagement

Successfully positioned Decoded as the top search result for cannabis-related questions among San Mateo youth.

Audience Reach

Increased awareness among youth and parents through a combination of digital and community-based outreach efforts.

Youth Engagement

Drove high engagement rates on social media platforms popular among the target audience.

Parent Education

Expanded parent outreach through targeted campaigns and in-person workshops, ensuring a well-rounded approach to cannabis education.

Effective Multi-Platform Strategy: A combination of digital and offline touch-points ensured consistent and widespread reach.
SEO & SEM Success: Dominating search results allowed Decoded to become the go-to online resource for cannabis education.
Community Integration: Engaging both youth and parents through workshops and local partnerships enhanced campaign credibility and impact.
Blended Digital & OOH Strategy: The integration of digital billboards and guerrilla marketing tactics amplified the campaign’s visibility and reinforced its messaging across multiple touch-points.
Scalability & Future Growth: The campaign’s success in San Mateo County provides a blueprint for scaling similar educational initiatives in other regions.