The Ask
Drive awareness for Curaleaf products as a holistic, science-backed health and wellness solution for everyone; shift perception of cannabis products among a mainstream audience.
Curaleaf: Cannabis Like A Mother
Drive awareness for Curaleaf products as a holistic, science-backed health and wellness solution for everyone; shift perception of cannabis products among a mainstream audience.
The 鈥渨ine mom鈥 trope was both tired and problematic. Modern moms were looking for a way to not just manage stress, pain, and anxiety, but responsibly enhance their life. They were 鈥渃anna-curious鈥 but a lack of knowledge and old stigmas stood in their way. Scary Mommy partnered with Curaleaf to destigmatize, normalize, and educate moms so they could Cannabis Like a Mother.
The Solution
Curaleaf and Scary Mommy teamed up to shift perceptions around cannabis and parenting, helping moms define their own interpretation of motherhood while they provided support along the way. Article and video content featured a mix of real women and experts in conversation about cannabis, culminating in an episode of Scary Mommy鈥檚 Live.Work.Thrive., in which Scary Mommy鈥檚 Micaela Birmingham moderated a lively discussion with actress and best-selling author Busy Philipps and Dr. Stacia Woodcock, a clinical cannabis pharmacist.
The Results
video completion rate
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likes on first social post
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organic views of Live.Work.Thrive virtual event across social platforms
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total program impressions
Awards & Recognition