A core value of the Acclivity Cannabis brand is consumer education, which they identified was lacking in the industry overall. More specifically, consumer understanding of terpenes and their direct relationship to the consumer's experience. Acclivity wanted to utilize the Instagram platform to reach their audience with a campaign highlighting the terpenes associated with their cannabis strains and detailed, yet digestible, terpene information.
Three individual post groupings were designed within the full social media campaign. Each featuring educational information,through copy and graphics, on the terpenes featured in their three featured strains. After the launch of the campaign, Acclivity saw an increase in Instagram followers and interaction on the campaign posts.