Creative
Creative
Driven by insights, we leveraged the curiosity of the cannabis enthusiast to send them down an actual rabbit hole. We launched Kiva's new product line through a series of secret Instagram accounts and easter eggs. Due to regulations in the cannabis industry, we had to get creative with how to leverage online user behaviors rather than paid media to gain attention.
In this campaign, a 'portal' to an online multiverse was promoted through the masterbrand social account as well as cannabis influencers and dispensary swag. Explorers could find new layers or worlds hidden within these tertiary accounts. The campaign was inspired by aficionados always searching for the perfect experience and excited to be the first to discover it. In the cannabis multiverse, one could explore a digital world that's just as mysterious, beautiful and fresh as this new product. In addition, this style of multiple accounts was in service of flipping distribution concerns into a positive 'drop' or limited edition experience for consumers.
Kiva won a Clio Sliver Cannabis Award 2020 for this product launch in branding.