The Brand Marketing Byte showcases highlights from Pioneer Intelligence’s Cannabis Brand Marketing Snapshots, featuring data-led case studies covering marketing and business development activities of U.S. licensed cannabis companies.
In this week’s Byte, we’re taking a look at the hottest non-retail U.S. cannabis brands right now. Using a scoring methodology that factors in a wide variety of data sets, Pioneer’s algorithm tracks brand awareness, audience growth and engagement. Using more than 80,000 relevant data points per week, they analyze business activity across social media, earned media and web-related activities.
Keep in mind though, these brands are not the best in class or the strongest selling. The brands listed below have the strongest marketing performance and web activity, for better or worse. Here are a few insights that explain why some of these companies appear on the list:
- Curaleaf closed their acquisition of Grassroots. They also own Select, which is one of the largest wholesale brands in the United States. The official completion of Curaleaf acquiring Grassroots makes them the world’s largest cannabis company by revenue.
- Ignite Brands, founded by Instagram playboy and controversial figure Dan Bilzerian, made headlines for all the wrong reasons in early July. The company lost $50 million last year and is still hemorrhaging money. News stories in early July detail his lavish lifestyle funded by the company, including paying $2.4 million in rent per year and paying for dozens of models to travel with him, among other absurd expenses.
- Tyson Ranch: The cannabis brand owned by Mike Tyson, generated considerable web activity due to some press the boxer received recently. Tyson announced that he is coming back to boxing, stepping back in the ring to fight Roy Jones Jr. in September.
- Baked Bros, an edibles company based in Arizona, grew its social media outreach considerably in the month of July. Through a giveaway contest on Instagram, the company generated 3,584 comments on one post alone. That kind of activity directly increases their audience reach, thus boosting their marketing performance.