Solei

Community Management Strategy

BRIEF

Six months into the legalization of cannabis in Canada, Solei wanted to outline a strategy and specific action plans to build a relationship with their current audience to drive brand affinity and grow followers on social media.

CHALLENGE

  • Breaking the stigma around cannabis stereotypes among our audience.
  • Growing followers with legal restrictions.

INSIGHT

Solei audience strive to lead a healthy, wellness-focused lifestyle.

WHAT I DID

  • Manage the community
  • Generate consumer insights
  • Social listening
  • Category audit
  • Build relationship with the audience through reactive and proactive engagement
  • Create content
  • Community management reports weekly/monthly/quarterly

STRATEGY

We found a shared interest between what the brand wants to talk about and what the consumer cares about: “The stresses of everyday life. We all have those days. We get it. We’re here to help you see things in a new light.”

We introduced four content pillars:

Consideration

  • Practical Needs – anxiety, sleep, stress
  • Emotional Support – demonstrate support, long and rough day, Solei Unplug will help you etc.

Conversion

  • Product Education – strains and usage
  • Sustainability– eco-friendly, energy efficient

Execute these pillars with:

  • Warm voice
  • Thoughtful personality
  • Transparent, accessible and knowledgeable language

RESULTS (May ’19 – Sept ’19)

0.7% increase in Engagement Rate

11% increase in positive sentiment across all channels

120% increase in User Generated Content

70% increase in followers