Bask

Sun-Grown Cannabis

Bask is a producer and retailer of high-quality, sun-grown cannabis in Massachusetts. At its medical and adult use dispensary in Fairhaven, the company offers a diverse range of products, from tinctures and edibles to pre-rolls and flower, including strains grown at its greenhouse facility and processing center in Freetown. As a small business, Bask works to build and maintain close relationships with its customers, while providing a modern dispensary experience with sustainably grown, lab-tested cannabis.

Challenge

Initially opened as a medical cannabis producer and dispensary, Bask sought help with branding and messaging after expanding to include sales for adult use. They needed a set of consistent social media brand standards to increase their engagement with consumers and build their Facebook and Instagram following, and specifically, reach a younger audience interested in recreational products. In addition, they sought to boost advertising to drive traffic to their website and increase online sales. The biggest challenge was navigating Google’s strict advertising policies to accomplish Bask’s goals.

Solution

After researching the company and reviewing its discovery questionnaire—outlining its strengths and weaknesses, objectives and existing marketing strategies—Cannabis Creative helped the client implement a pay-per-click advertising plan that met Google’s requirements, while maintaining an incredibly low cost/conversion rate.

Understanding Bask’s need for consistent imagery and messaging to reach their new customer base, Cannabis Creative used its marketing expertise and knowledge of the company to set new brand standards, starting with a social media mood board. This also included specific branding for their Instagram highlights, featuring custom graphics created by our team. Additionally, we used best practices to establish a hashtag strategy, providing Bask with a comprehensive list of recommended hashtags related to products, location and the cannabis industry.”

Results

The execution of a new Google advertising campaign improved Bask’s visibility in local search results, and translated to 2,000 leads generated in 2021. Cannabis Creative’s efforts on social media helped boost engagement and involvement with the local community, and led to significant increases in followers on Facebook (657 new fans) and Instagram (1.1K new followers) between February and September 2021.