FEATURE FILM RELEASE
Produced and directed by 3Generations’ founder, Jane Wells, Pot Luck documents Colorado’s locals five years after the state’s legalization of recreational marijuana. From businessmen to budtenders, to cops; this documentary shows their experiences around the drug and the impact it has made in the state so far.
Not only are documentaries a challenge to gain momentum and drive large sales, this film was also around a very controversial topic. A big challenge was striking the right balance in the film’s identity to appease both sides of the conversation. We needed to identify and build a niche audience, utilize platforms using sensitive content and ultimately drive sales.
We created a custom marketing strategy roadmap to garner an engaged audience and build momentum towards release day. We identified the target audiences, built targeted ad campaigns and organized influencer and cross promotion opportunities across social media. Leveraging known talent and industry experts was crucial in the great success of Pot Luck’s release.
We needed to make sure a cohesive and thorough marketing plan was in place to create awareness and engagement for Pot Luck. This included web design consultation, paid media and social media marketing, and influencer marketing.
To best create a cohesive and branded social identity, we designed and deployed custom branded templates. Through our efforts we gained over 1,000 and delivered an Engagement rate 3x the industry standard. Detailed organization, daily community management and effective messaging cultivated a strong and robust audience.
A successful paid media campaign depended on utilizing organic data, A/B split testing, following industry trends and meticulous optimization. Keeping a consistent brand voice, using strong calls-to-action and engaging content helped deliver over 1MM impressions with a click-thru-rate 700x the average.
Curating and managing Influencer and Grassroots campaigns for Pot Luck was critical in it’s organic success. During the campaign we hosted an influencer livestream, launched a Q&A session with an industry expert and confirmed over 25 posts with an immediate reach of 200K.
With the strategic mix of social media, paid media, brand identity and influencer marketing we secured a Top 20 ranking on iTunes. Our cohesive brand identity, strategic marketing roadmap, expert optimization and trend analyses out performed industry standards and facilitated the successful release of Pot Luck.