In the challenging landscape of cross-brand marketing, our collaboration between a desert-inspired clothing brand and a THC beverage faced significant hurdles.

One of the primary issues we encountered was the strict online advertising restrictions imposed on the cannabis beverage brand, preventing us from using traditional digital marketing channels.
I led a cross-brand marketing strategy linking the cannabis brand with its merchandise line through event marketing, user-generated content, influencer collaborations, and education-focused storytelling that highlighted the beverage’s effects within guidelines. The merchandise account became a strategic channel for paid ads, event promotion, and partnerships. I developed a shared tone of voice with compliant descriptive language, allowing both brands to stay visible, credible, and connected while navigating platform restrictions.

Event marketing became a central element, with carefully curated events that seamlessly integrated both brands' aesthetics and values.
User-generated content (UGC) played a pivotal role, allowing customers to organically share their experiences and style, generating buzz without directly promoting the cannabis product, especially at industry events.
Only sold in California, location played a major role in our content strategy. We incorporated this into our key audience interests and paid ads strategy.
Through geo-targeting, customers within proximity to both events and store were retargeting with display ads. This helped reach the target audience discreetly, leading to more store visits.
Influencer marketing reached our target audience, running posts through the influencer’s page with the collaboration feature on Instagram, growing product visibility and following.