Joint the dots

The Chal­lenge

Tree­house Cul­ture has a strong, loy­al cus­tomer base, choos­ing their ser­vice and prod­ucts on the basis of qual­i­ty, sup­port and good vibes. The chal­lenge was sim­ple. We need­ed to find a way to con­vey their strong offline brand pres­ence and iden­ti­ty into their dig­i­tal mar­ket­ing communications.

The Approach

Voice & Tone

Fun, humor, self-aware­ness, empa­thy, and a play­ful spir­it. We began draft­ing cam­paigns that were less salesy, and more around some­thing the cus­tomers would enjoy read­ing. Cam­paigns were sent on Thurs­day and Fri­day nights — a pret­ty unortho­dox time and day to send — and noticed how all opens, clicks, and open to click ratio start­ed to ramp up. 

Ban­ners and sub­ject lines were con­ceived to amuse, com­mu­ni­cate and sell at the same time. The tone was invi­ta­tion­al, inclu­sive and friendly.

Cal­en­dar & Consistency

We estab­lished a year-long mar­ket­ing cal­en­dar with all the big local, nation­al and glob­al events we want­ed to pro­mote around, as well as oth­er play­ful dates with extra fla­vor — 420, Star Wars Day, etc. 

Hav­ing a con­sis­tent pub­lish­ing sched­ule was pos­i­tive across the board: More sales per cam­paign, engage­ment on all coupon codes, and cross-chan­nel con­tent enrich­ing their social media. 

Strat­e­gy, ana­lyt­ics & personalization

By inte­grat­ing Mailchimp with Woocom­merce and Google Ana­lyt­ics we gained addi­tion­al insights on what worked and did­n’t. We also cre­at­ed cus­tom event trig­gers on-site to enrich our cus­tomer pro­files in Mailchimp with behav­ioral tags. As we gained more infor­ma­tion on our audi­ences, we start­ed refin­ing the mes­sage and offer via per­son­al­iza­tion, advanced seg­ments and prod­uct recommendations.

Adver­tis­ing, the hard way

Even though the cannabis indus­try is legal and social­ly accept­ed in Cana­da, it still is a tricky niche busi­ness fac­ing all sorts of chal­lenges. In terms of reg­u­la­tions, numer­ous Acts and com­pa­ny poli­cies pre­vent­ed com­pa­nies like THC from pub­lish­ing adver­tis­ing that could, in any way, glam­or­ize or pro­mote cer­tain lifestyles asso­ci­at­ed with sub­stance abuse. 

From a mar­ket­ing per­spec­tive, it was a mas­sive chal­lenge to cre­ate ads that per­formed well with­out say­ing any­thing at all about the prod­uct. The result­ing cam­paign was a set of ads with ​“Hap­pi­ness, Deliv­ered” as tagline, which pro­vid­ed a strik­ing visu­al pres­ence that was a great fit for online and print ads, as well as for events and par­ties spon­sored by our clien­t’s brand.