Campaign: Lift & Co.’s ilLIFTstrations
Spring 2019
Services: Campaign creation, strategic planning, illustrator management, copywriting, analytics and measurement
To highlight Lift & Co.’s reviews platform and cannabis community, I worked with eight Canadian and American illustrators to develop the ilLIFTstrations campaign. These illustrators selected a review of a popular cannabis strain from the Lift & Co. archives and drew it in their unique style.
Six of these illustrations were featured in a gallery at the Metro Toronto Convention Centre during the Toronto Lift & Co. Business Conference and Expo in June 2019.
Campaign Idea, Strategy & Execution: Dylan Doyle
Illustrators: Allison Burda, Alana Hunta, Jenn Kitagawa, Eric Kostiuk Williams, Gregory Pepper, Emily May Rose, Cara Vandermey, Gillian Wilson
Objectives
Reviews: Call-to-action for Lift reviewers to leave cannabis reviews for new or favourite strains
Engagement: In the form of likes and comments on Instagram
Licensed Producer (LP) Partner Engagement: Via promotion through their own channels
Results
45 new cannabis reviews
1,700+ engagements across Instagram in-feed and Stories via likes and comments
5 licensed producers (LPs) engaged in promoting the campaign via owned social media and digital platforms
95,000+ campaign impressions