💊 How Cannabis Media Council (CMC) Reached a New Demographic

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Older adults are one of the fastest-growing and most understood audiences in cannabis. In 2023, the Cannabis Media Council launched a campaign that not only educated this group but got millions of eyes on it in the process.

Here’s how:

Tactic #1: Tackle Your Audience’s Concerns Head On

When you target a demographic (adults) that has a certain stigma around your product, you can’t afford to shy away from them. The Cannabis Media Council knew that.

Their “I’m High Right Now” campaign features videos where real older people ask questions like, "Is weed OK for me?" Then, experts give clear, simple answers.

This Q&A style makes the information feel trustworthy and easy to understand.

The result: The campaign successfully raised awareness amongst an older demographic, destigmatizing cannabis for them (+286 million in earned media.)

How you can apply it: Don’t try to avoid the questions your audience has about your products. Instead, answer their burning questions with your campaigns, making them feel heard.

Tactic #2: Own the Stereotype Before It Owns You

Instead of avoiding cannabis stereotypes, the Cannabis Media Council leaned in hard.

The campaign included a cheeky "Yes, Boomer" sub-campaign that called out skeptical older audiences directly.

But here's the twist: It wasn't mean-spirited. It was friendly. Almost like saying, "Hey, we get why you're suspicious. Let's talk."

The result: Over 250k impressions on Meta platforms from an audience that usually scrolls past cannabis content faster than you can say "gateway drug."

How you can apply it: Stop tiptoeing around what people already think about your industry. Call it out first. Own it. Then flip it. If you're in crypto, lean into the "fake internet money" jokes. If you're in adult wellness, acknowledge the awkwardness upfront.

When you name the elephant in the room, you control the conversation.

Tactic #3: Avoid Jargon at All Costs. Instead, Lead With Educational Content

For a long time, Meta's rules made it very hard to advertise anything related to CBD or cannabis.

But those rules have eased up for educational content.

The Cannabis Media Council saw this shift.

They built their “I’m High Right Now” campaign to fit these new rules. The ads are about education, not selling specific products.

This opens up Facebook and Instagram, which are huge platforms where older people spend a lot of time.

The result: The campaign had access to the biggest social media platforms in the world, allowing them to reach a brand-new audience, getting a 190% increase in Instagram followers and a 287% increase in LinkedIn followers.

How you can apply it: Even in more taboo industries such as cannabis, there are workarounds you can use to get your message in front of the right audience. You just need to find that workaround and use it to get your message across.

The “I’m High Right Now” campaign is an excellent example of how you can reach a previously unreachable audience by focusing on education instead of preaching how good your product is.

How We Can Help:

P.S.

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