Overview

Union Electric is a California-based, non-plant-touching, value cannabis flower brand with designs on an eventual national presence. When they came to Limone, the brand had strong design assets and a grasp of its audience, but felt its personality had yet to be fully explored.

UE had been active in experimenting across multiple content channels but had focused most of its attention on IG, though without a formal strategy. That account had been around for more than a year, was shadowbanned and had seen engagement grow stale.

As a non-plant-touching cannabis company, getting information about product, processes and much of the educational info a brand would normally want for content creation was a consistent challenge for the brand and its content creators...

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What They Needed

• Its brand identity and ethos fleshed out and brought to life via content channels.
• A content creation, organization and production strategy that could be operated either by agency or an internal team and applied across Instagram, Facebook, the brand newsletter and IRL.
• A regular set of content formats and approaches for each channel that could be executed, re-executed and measured for success beyond the tea leaf reading of individual post analytics.
• A design, copy, social media and email campaign for the brand’s crowdfund on Republic, a first for a cannabis flower brand.
• A 420 campaign that leveraged every content channel and also reached into the realm of IRL.
• For content to ease the brand’s transition from D2C to a more dispensary-based sales model.
• A way to get information and creative descriptions about their new strain drops created and live as quickly as possible after they’d dropped.
• Email automation strategy and execution

What Limone Did

• Established an overall content direction focusing on creative strain use cases, limited drops, cultivator collaborations, dispensary highlights and lifestyle content around beloved loitering hangouts around California
• Created an interactive strategy document establishing cross-channel pillars for all brand content, recurring and tentpole formats specific to each channel and more formats to be syndicated across multiple channels.
• Developed a modular system for emails that included several new creative product- and community-highlighting formats and allowed UE team to mix and match messaging to create highly personalized and relevant newsletters on the fly.
• Lowered the frequency of content in general and specifically “filler” posts, instead focusing on quality and driving engagement.