How LeafyPack became a recognized name in cannabis packaging.
LeafyPack builds automated packaging equipment for licensed cannabis producers. Green Lane secured 50+ media placements in nine months, including Rolling Stone, and 14.9M coverage views.
By Mike Mejer, Founder and Principal · Published
Placement count covers the first nine months of the engagement. See how we count.
About LeafyPack
LeafyPack makes a full range of automated cannabis packaging solutions, from pre-roll automation, jar filling and bagging to labeling, cartoning and case packing.
The challenge
LeafyPack wanted to raise brand awareness, increase exposure and establish credibility in cannabis packaging. Limited visibility made it hard to gain traction in major media, and the company had few opportunities to tell its story beyond product promotion.
It also hadn't found a PR partner it trusted. “We hadn't yet found a PR partner we truly trusted, someone who could deliver quality results and effectively convey the message we wanted to share,” said Yasha Shamayeli, Director of Marketing. LeafyPack chose Green Lane for its reputation, its industry relationships and a recommendation from industry contacts, including Cannabis Equipment News.
What Green Lane did
Green Lane positioned LeafyPack in the outlets its buyers read and told its story in a way that was engaging, newsworthy and non-salesy. Each opportunity was shaped for the outlet, so no two placements read the same.
The program mixed earned placements with long-form interviews, podcasts and thought leadership content, which put the people behind the brand in front of potential partners. LeafyPack secured coverage in Rolling Stone alongside the leading cannabis industry outlets.
“GLC provided us with a platform to share our story and background, which is crucial when building high-level partnerships and long-term business relationships.”
The results
The coverage drove more traffic to LeafyPack's website, LinkedIn and Instagram, and its marketing director credits the Rolling Stone feature and other major placements with strengthening the company's image and contributing to its business growth.
“Many of our current and future partnerships have been validated through our work with GLC.”
Yasha Shamayeli, Director of Marketing, LeafyPack