Client
On June 14, 2018, our team launched, hosted and produced an invitation-only event in NYC featuring an entirely new genre of design-forward, and luxury-minded visionaries in the modern cannabis and CBD space — a new kind of B2B event showcasing the next generation of lifestyle brands to carry at retail.
The First Luxury Meets Cannabis Conference — Wellness, Beauty, Media, and Design
A conversation-meets-conference.
The event also included an exhibit area where our investment industry, media, and retailer attendees could experience the products firsthand.
Challenge
Cannabis, CBD, and hemp have exploded into modern and luxury-minded wellness brands, beauty products, apothecaries, and media outlets. We spoke to 4 visionaries leading the way.
Moderator:
Jed Wexler, CEO of @818Agency
Panelists:
Andrew Goetz, co-founder and owner (MALIN+GOETZ)
Cindy Capobianco, founder, Lord Jones (Luxury CBD brand)
Anja Charbonneau, Editor in Chief, Broccoli magazine (a global magazine by and for women who love Cannabis)
Megan Villa, Creative and Content Director, Svn Space (an e-commerce and content site focusing on hemp-derived products + wellness for women)
Key questions we set out to answer:
"What is driving this new modern green evolution? Is it wellness, beauty, skincare, fashion, design, CBD, hemp? What is the opportunity here?"
“How do you build a prestige brand in this space?”
"Is the apothecary the new dispensary? Or is the dispensary the new apothecary? Or is it both?"
Strategy
818 concepted the event and executed the following:
- panelist booking and moderation
- messaging and positioning
- an event content strategy to distribute industry-specific editorial content
- attendee acquisition: media, investment industry, retailers, brands,
- registration landing pages: design and development
- triggered email content sequence
- social content on @818Agency + @LuxuryMeetsCannabis
- audience-specific site content + video
Facebook Live (during)
NeueHouse Page
818 Agency Page
Key partnerships:
- NeueHouse (venue)
- Journal Hotels
Post-event:
- insights recap
- video + photography recap
Case Study photo: by Max Dworkin
Results
- NeueHouse's most clicked-on and read about panel event — from an analytics perspective
- at-capacity event of retailers, media, brands, and investment industry attendees
- attendee registration landing pages converted at a 19.30% rate
- pre-event email content sequence resulted in an average 78% open-rate
Key Takeaways
Creation of a new high-end B2B event property and platform that connects leading brands in the space to retailers, media, and potential high-net partners.
The development of key industry data and event-derived insights to share with our partners — insights into the future of retail, luxury, beauty, skincare, wellness, fashion, design, and media.
Building and capturing warm audiences by creating and deploying top-tier editorial content before, during, and after the event.
This led to the creation of both the 2nd Annual LMCC on October 22, 2019 and the upcoming LMCC 2020 which takes place on September 15 & 16, 2020 virtually — with a full slate of programming leading up to the main event.
This campaign and event effectively blended digital content and the offline event experience — in service of a new event property and whitespace within a fast-growing Cannabis category. This has now led to the creation of a year-round platform and yearly premium trade event.
The 2nd Annual Luxury Meets Cannabis Conference (LMCC) took place this past October 22, 2019 in NYC from 9AM-5PM.
The 3rd Annual Luxury Meets Cannabis Conference will take place on September 15 & 16, 2020 virtually and in NYC. Contact registration@luxurymeetscannabis.com or media@luxurymeetscannabis.com for details.
ASD Marketweek Trade Show | Award-Winner