HashBone Branding & Marketing
Fueled revenue growth across 280+ dispensaries by managing all brand and marketing operations.
Last updated
Fueled revenue growth across 280+ dispensaries by managing all brand and marketing operations.
Last updated
Manufactured by Hollister Biosciences, are premium pre-rolls that make people happy.
Hollister's CEO wanted to grow HashBone across California's cannabis market and become the infused pre-roll category leader. Hollister partnered with to bring HashBone to market and manage wholesale operations. With hundreds of cases of HashBones in their warehouse, Indus needed Hollister to start enabling sales through better branding and marketing.
I fueled the launch and ensured the success of HashBone by:
Developing HashBone's brand tagline, voice, and visual style
Crafting all brand and product copy: slogans, go-to-market messages, product category and individual SKU descriptions
Collaborating with Fiverr freelancers to design product packaging in Adobe Illustrator and export files for printing
Shooting all product photography with a Canon DSLR and editing images in Adobe Photoshop
Building internal and external digital asset libraries for all brand, marketing, sales, and retail needs
Getting products listed on cannabis review sites and marketplaces (i.e. , , )
Designing social content and memes in Canva
Planning a monthly content calendar, scheduling and publishing posts, and moderating audience comments with Sendible
Designing one sheets and product menus to enable sales of HashBone
Creating and segmenting buyer lists, managing leads, and updating contact information
Writing, designing, and sending marketing and sales emails using ActiveCampaign
Scheduling and executing 1-3 field marketing initiatives per month: running "Happy Hour" retail promotions, conducting industry event and in-store product demos, delivering budtender education presentations
Shooting, editing, and producing a B2B marketing video introducing HashBone to buyers
Collaborating with agency vendors (i.e. , ) to A/B test product messaging and advertising creative
Thanks to the “HashBone Happy Hour” program, wholesale revenue jumped 192% in June 2020; and increased 624% YoY in Q3 2020. By Q4 2020, HashBone was being sold in 280+ retail locations across California.
B2C Personas: 1. Cannaisseurs: Cannabis enthusiasts who value top-shelf quality and product novelty. 2. Heavy Hitters: High-tolerance users who want high THC% and strong effects. 3. Dab Dabblers: Cannabis users who like infused pre-rolls or are curious about extracts. 4. Road Trippers: High-tolerance travelers who want a low quantity of high quality products. 5. Corporate Chiefs: Professionals who enjoy a good pre-roll after hours or on weekends. 6. Budget Buds: Price-conscious patients who want the best flower or pre-roll for their buck. Tone & Voice: 1. Humorous: Sound as unserious and happy as a HashBone will make you feel. 2. Real: Be honest, bold, and conversational. 3. Knowledgeable: Build trust and confidence through product descriptions that educate consumers about HashBone products and cannabis.
Look & Feel: 1. Playful: Let loose and make HashBone seem like a good time. 2. Bare Bone: In contrast to other cannabis brands with marketing more premium than their products, it should be believable that HashBone products are more premium than its marketing. 3. Slick: HashBone packaging and marketing should be cohesive, intentional, thoughtful, and formatted effectively.
