Content Marketing Strategy, OOH Advertising, Video Production, Photo Production, Producing, Event Production
Nugg is the country’s largest cannabis telemedicine platform and provides premium delivery services in Los Angeles. Nugg’s mission is to create the world’s most reliable, customer-centric cannabis company; to radically improve people’s quality of life by making cannabis accessible and embraced all over the globe.
Over the course of 18 months, Badmoon Media led content marketing strategy, directed key content projects, produced original video/photo, and oversaw a handful of other marketing initiatives from on-site activations to key brand partnerships.
BEYOND THE BRAND
The cornerstone of Nugg's 2018 content strategy was product education and how-to's. Starting in Q1 2019, the next logical step after education was trust building; specifically for the brands that create our top selling products.
We developed Beyond The Brand to showcase the top LA-based producers of fine cannabis products. From groweries and extractors to bakeries, we aimed to focus on companies with strong ethos and deep roots in the industry. The series not only builds brand loyalty and trust in Nugg and its products, but strengthens Nugg’s partnerships with key brands they retail.
NUGG CLUB LAUNCH
Nugg was getting ready to launch Nugg Club, their new DTC free delivery service. We challenged leadership to think holistically with a 360 marketing campaign to announce the new service instead of only relying on email and text.
Step one was a full rebrand, which would be a departure from the start-up branding Nugg was still using. Badmoon acted as a consultant on everything from determining brand positioning & voice, to color palette and general aesthetic.
Next, we needed to determine messaging and theme for the first announcements of the new service. The idea of flipping Reefer Madness on its head had been thrown around, so we decided to portray the early cultural days of cannabis as they should have been portrayed then- inclusive, tasteful, and rooted in wellness; well, Gladness to be exact. Reefer Gladness was born.
Badmoon was tasked with spearheading the era-specific photoshoot for OOH print ads. We developed and locked concepts, managed casting and crewing, dialed in three perfect shooting locations and permits, and executed the two-day shoot with our own photographers, wardrobe/makeup team, and producer. Shot on medium format digital and film.
As Nugg moved away from a marketplace model and into DTC, Badmoon was tasked with creating original product imagery for Nugg Club’s new select menu and social/email marketing. The shoot covered over 250 top-selling SKUs, each with 3-5 unique angles.
The goal was to revamp Nugg’s email marketing and boost retention by building a weekly outlet for our fresh blog content, videos, and promos. We led the team’s art director, email marketing manager, marketing manager, and editor-in-chief through a full newsletter build. We managed the output of the Nuggsletter for the first quarter, including implementing metrics reports, testing design variables with segmentation, and overseeing the video portion of the letter.
THE GROW PROJECT
It was late February 2018 and Nugg was in need of an International Women’s Day campaign to announce their support of women entrepreneurs in the burgeoning cannabis space. That left less than two weeks to execute.
We pitched a 360 campaign rooted in the stories of cannabis’ most influential businesswomen and activists. The stories would lead to a CTA to purchase a limited-edition t-shirt with proceeds directly funding female entrepreneurs trying to break into the cannabis space. We would create content around each grant awarded to boost brand perception and create PR opportnities.
The Grow Project was born.
Our content included interviews with the likes of Jodie Emery, Jane West, Maya Elisabeth, and Aliza Sherman (with hand-painted portraits of each). Dozens of t-shirts were sold, printed, and shipped under our direction. Our first grant was awarded a couple weeks later to High Dining, a premiere cannabis dining experience based in Joshua Tree, CA.
The campaign struck a chord and The Grow Project grew into The Nugg Foundation, a 501(c)(3) that supports legalization efforts, opioid abuse eradication, and entrepreneurial initiatives.
THE POPCULTIVATE BRUNCH SERIES
The Problem:Nugg was seeing new customers fly in the door, but it hadn’t done any recent retention marketing to keep churn down. We also wanted to help build community around the brand, seeing as it is based right in the cultural center of Venice, California.
The Solution:An exclusive infused brunch series where top brands and educators could come together with our best customers for a morning of cannabis talk, product sampling and breakfast. Badmoon took the lead on producing the event, from partnering with PopCultivate, a “supper club that infuses visual and culinary arts to explore creative expression”, to establishing four key sponsors, styling the event space, creating interactive activities and educational talks for guests, and overseeing content production. The event was a hit and Nugg hired on an events coordinator to run with the series.
PRODUCT REVIEWSWith past success in SEO strategy, Nugg set out to own as many first-page links as possible to reel in new leads with their blog. Rooted in the delivery of cannabis products, we wanted to target and convert searchers with interest in products, reviews, and education on how to use them. Product reviews thus became a foundation for our strategy moving forward. Once Nugg had a series of video review mvps, Badmoon Media was brought in to refine the concept, create SOPs for consistent filming, hire on-screen talent & crew, manage post-production, and build a deployment and metric tracking strategy to monitor what was performing.
We also led the team on developing the industry’s most comprehensive written product reviews, including a standardized rating system for each product type, a note-taking system for reviewers, and managing writer outsourcing efforts.
We worked hand-in-hand with Nugg's CMO to completely overhaul the dated blog design. We started by building an inspo board and determining key functionality needs. Next up was locking in a developer and bringing the idea to life. Between huddles with the editor-in-chief, graphic designer, and SEO specialist, we executed a subdirectory migration of the entire blog and went live in Q4 2018.
Nugg had a great About Us page with a transparent 20-minute read on how the company got started. But it was lacking any love for the team that helped build and run it everyday. We suggested a comprehensive team roster with fun double-headshots and a blurb about each employee to capture the light-hearted vibe of the team. The goal being to boost team morale and increase customer trust in one shabang.