Recommendations: targeted advertising approaches for two distinct cannabis consumer profiles in Denver, the Canna-Curious Professional and the Holistic Wellness Seeker. Discover effective programmatic strategies to engage these audiences.
Meet Sarah: The Canna-Curious Professional
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Profile
38-year-old Marketing Manager at a tech startup in Denver. Health-conscious yoga enthusiast who enjoys craft cocktails and follows wellness trends.
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Cannabis Interest
New to cannabis, exploring for relaxation and stress relief. Prefers low-dose edibles, CBD tinctures, or infused beverages over smoking.
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Key Insight
Seeks education around responsible consumption, dosage, and product effects.
Display Ad Strategy for Sarah
Creative Approach
Clean, modern aesthetics with messaging like "Redefine Relaxation: Low-Dose Cannabis for a Balanced Life."
Targeting
Contextual placements on health/wellness blogs, meditation apps, and alcohol alternative forums.
Retargeting
Engage users who visit cannabis education content but haven't purchased.
Social Media Strategy for Sarah
Instagram & TikTok
Partner with wellness influencers to share "A Beginner's Guide to Cannabis & Self-Care"
Facebook Ads
Carousel ads featuring "Find Your Perfect Product" based on mood & need state
LinkedIn
Target women professionals in wellness and business communities
Meet Maria: The Holistic Wellness Seeker
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Profile
45-year-old Holistic Health Coach & Small Business Owner in Denver. Embraces organic living, meditation, plant-based diet, and self-care.
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Cannabis Interest
Already familiar with cannabis but seeks deeper integration into holistic health practices.
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Preferences
Favors CBD and THC topicals, infused teas, and wellness-oriented edibles. Values sustainability and ethically sourced products.
Programmatic Strategy for Maria
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Creative Approach
Nature-inspired visuals with clean ingredients messaging: "Purely Crafted for Your Well-Being"
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Targeting
Health & wellness sites, organic beauty blogs, and sustainable lifestyle content
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Social Focus
Pinterest & Instagram Stories promoting educational content on cannabis for stress relief and hormone balance
Optimization Tactics for Both Personas
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Custom Audiences
Build seed audiences from first-party data
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Geofencing
Target wellness events and studios
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A/B Testing
Compare education vs. emotional appeals
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Dynamic Optimization
Personalize based on browsing behavior
Campaign Implementation Roadmap
Audience Segmentation
Divide targeting between Sarah (canna-curious) and Maria (wellness-focused) personas based on digital behavior signals.
Creative Development
Design distinct visual approaches: modern/clean for Sarah, natural/organic for Maria.
Channel Activation
Deploy programmatic display ads, social media campaigns, and retargeting strategies across platforms.
Measurement & Optimization
Track engagement metrics and conversion rates to refine targeting and creative approaches.