Overview
Superette is an innovative, playful Canadian dispensary brand with a powerhouse retail development team and an eye on the U.S. market.
The brand has a thoroughly explored aesthetic and ethos backed by a lot of in-house creative muscle. Superette came to Limone in hopes of bringing some organizational and strategic sanity to their content creation efforts, which by that time spanned Instagram, Twitter, LinkedIn, their own newsletter and a blog…
What They Needed
- A system for defining, organizing and replicating the mountains of incredible content ideas they’d already produced and posted across all their channels
- A nuanced understanding of what was working and what wasn’t to focus their creative team’s time and efforts going forward
- An ecosystem for creating and collaborating on future content
- A way to reduce the number of people involved in content production and for their marketing team to comprehend and direct the brand’s content efforts.
What Limone Did
- Leveraged its CMS and integrated performance tracking to hand-audit each individual piece of content Superette had published across all channels over a six-month period
- Used this audit to reverse-engineer an interactive content strategy, multi-channel calendar and collaborative templates for each channel
- Constructed glossaries, pillar pages, user guides and execution notes for all formats, creative elements and marketing considerations Superette had created. This culminated with a “bible” of more than 200 evolving wiki entries in all, describing what each format it, its goals, its appropriate channels, step-by-step execution notes and historical performance tracking
- Shared a detailed analysis of each channel’s and format’s performances with recommendations for future cadences, execution tweaks, strategies and channel targets.
The Results
- All this new organization focused Superette on the elements that were working on each channel, saving time for its team to create assets that would consistently work and creating new assets within a more useful, data-backed framework.
- Superette was able to get its content management and production team down to a single employee to guide its creative team’s time more effectively.