How earned media helped Grove Bags build a global audience.
Grove Bags makes packaging designed around the physiology of the cannabis plant. Over a 12-month engagement, Green Lane secured 60+ media placements and 20.9M coverage views.
By Mike Mejer, Founder and Principal · Published
Figures cover a 12-month engagement. See how we count.
About Grove Bags
Grove Bags is a leading provider of cannabis packaging built specifically to preserve the plant, creating the right climate inside the bag to protect flower quality from harvest to shelf.
The challenge
Grove Bags had no internal public relations support, and the team didn't have the time to chase coverage on its own. It needed an outsourced partner who could secure earned media at a consistent clip and at a fair rate.
Before choosing Green Lane, the team vetted mainstream PR firms. Many prioritized high-paying clients and lacked cannabis industry expertise. As a small-to-medium-sized business, Grove Bags needed reasonable pricing, a steady flow of high-quality placements and real value for the spend. Lance Lambert, the company's CMO, found Green Lane through a recommendation from a colleague.
What Green Lane did
Green Lane built a steady earned media program around the brand, committing to at least three to four media engagements every month. Those engagements spanned press releases, product reviews, podcast interviews and ghostwritten bylines, so Grove Bags reached buyers through several kinds of coverage at once.
When Grove Bags launched its SafeVac and ExIce products, Green Lane ran launch publicity around both. That coverage drew interest from distributors in the UK and South America, beyond what the Grove Bags team expected.
“Green Lane brought the perseverance and dedication we needed to stay on top of PR opportunities and, better yet, understood the unique challenges of the cannabis sector.”
The results
Grove Bags reached new audiences and established itself as an authority in cannabis packaging. Its CMO judged the return on investment well worth it, based on the value of the earned media and speaking opportunities Green Lane secured.
“My approach is always focused on BAR: Brand, Audience, Revenue. By building a strong brand, you attract an audience, which leads to revenue. Green Lane Communication helped us grow our brand, expand our audience, and ultimately increase revenue.”
Lance Lambert, CMO, Grove Bags