Overview

Henry’s Original is a vertically integrated, heritage cannabis operation in California’s famed Emerald Triangle. The brand was founded by legacy operators using time-tested, craft sungrown cultivation methods in the most hallowed, fertile cannabis-growing region on the planet.

When they came to Limone, they wanted to increase organic brand awareness, particularly in Southern California, and to plant the early seeds for a national brand via content.

Their primary platform was a mature IG account. It had a strong local following but had plateaued and wasn’t drawing followers outside the region.

What They Needed

• To establish the brand as an authentic authority on cannabis cultivation and star growers of the world’s premier growing region.
• A functional content strategy that could be understood and executed in-house and over a single platform
• Creative, replicable content ideas to educate about Henry’s unique selling points re: cultivation, strains, curing, values, background, etc., in a way that honored their existing following while reaching out to new demographics.

What Limone Did

• Assembled an overall content strategy and direction emphasizing the concept of cannabis terroir and Henry’s cultivation and community practices, establishing the brand as trusted, gifted growers on the world’s most sacred cannabis ground.
• Created an interactive strategy document establishing cross-channel pillars for all brand content, simple recurring post formats and tentpole formats that hit the trifecta of substance, beauty and engagement spikes.
  • Through our bespoke formats, Limone and Henry’s explored content concepts around appellations, sungrown vs. indoor cultivation, the significance of terpene expressions, low vs. high-THC debates and the value of the “indica” and “sativa” model years ahead of other cannabis brands.
• Developed a cadence strategically distributing these formats across monthly calendars for maximum content impact and minimum follower + team burnout.
• Constructed a bespoke, no-code CMS for Henry’s to operate based on our strategy recommendations.
  • Including details user and execution guides for all formats

The Results

<aside> ⏰ In the four months following construction of the strategy and documents:

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• 6k+ new organic followers
  • +94% increase, with 56% of new followers coming from the desired Southern California demographic
• +140% average comments
• +24% average per-post engagement