Concept, placement & measurement

In October 2018, Canada was in the midst of significant change.  While Cannabis had been decriminalized for quite some time, it was about to become fully legal and brands were preparing for the battle to win the hearts and minds of potential consumers. 

Prior to legalization, the industry was rife with supposition and speculation about how the category would grow and who the key consumers would be.

• The legalization was touted as a “gold rush”, with the belief that millions of new consumers would enter the category

• With the strict restrictions placed on marketing and promotion, there was little ability to find, educate and motivate consumers online

• There was little to no standardized research, tracking or measurement to understand the effectiveness of your investment

We engaged with Organigram, a mid-sized licensed producer who did not have the budgets of their competitors, but were keen to try new things, learn and had a belief in the power of data.

Since 2019, Edison has been one of the fastest growing Cannabis brands in Canada.  Through its systematic use of data, planning and testing the creative executions continue to deliver best-in-class results.  As of the beginning of 2022, Edison is now the 5th largest brand in the category amongst all buyers.

Over the course of 3+ years in market, we have consistently delivered CTR’s of >0.42% vs. the Canadian category average of 0.03%.  Amongst our custom audiences derived from our 1st party data, we average a bounce rate of <2%, as compared to traditional bounce rates in the 60-90% range we see from our category competitors.

In terms of brand health, Edison has succeeded in growing leaps and bounds YOY.  Since 2019, total category awareness has increased ~80%, trial has grown ~103% and ROAS  is >7x on media spend for a total increase of ~25,000%.