Media Edge: Cresco Labs is the first THC brand to utilize Spotify ads
Media Sales Lead: Cresco Labs recently became the first-ever THC brand to advertise on Spotify; though its ads don't say "cannabis," they do advertise "wellness products." The deal involves programmatic buys, in-app digital banners, native, and connected TV (CTV) content. The goal is to attract as many new and existing customers as possible to Cresco's website and brick-and-mortars. Made by the company's creative agency, Sister Merci, the campaign
Key Lead Takeaways: This marks a bolstering of Cresco's national advertising efforts, which will lead its digital spend to continue increasing. Get in touch soon to secure some of this company's increasing ad dollars.
Target Demographics: Millennials and Gen-X with a male skew
Key Spend Notes:
- Spend shift summary: Cresco's digital spend is skyrocketing and didn't ramp up this year until earlier in Q3.
- Top spending period: Q3
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Cresco under Cannabis & CBD*
- 2023 YTD Spend: $4.3k
- STP 2022 Spend: $300
- 2022 FY Spend: $300
- 2021 FY Spend: $176k
YTD YOY Spend Increase: 1033%
YTD Ad Flight Breakdown:
- Q1 2023 Spend: $0
- Q2 2023 Spend: $0
- Q3 2023 Spend (to date): $4.3k
YTD Impressions: 1,204,400
Top Ad Types: Desktop display (100%)
Top Purchase Channels: Acuity (76%) and Amazon DSP (24%)
Top Publishers: Chicagotribune.com (98%) and screenrant.com
Top Industry/Vertical Spenders (YTD, by spend): Apetropics, Equilibria, WeedMaps Media, Hometown Hero, Trulieve Dispensaries, Mood Cannabis, and Foria Wellness
Other Media Spend Analysis & Breakdown:
Social Demographics: Men from the ages of 35-44 (primary) and 45+ (secondary)
2022-2023 Key Hires:
- Kierston Powell: Senior manager, regional marketing - East (March 2023)
Current Agency Roster:
- Sister Merci: Creative agency partner
- Noble People: Media agency partner
Insight Sources: Digital spend insights estimated by Pathmatics; audience insights by StatSocial.
