Curaleaf: “Cannabis Like A Mother”

The Ask

Drive awareness for Curaleaf products as a holistic, science-backed health and wellness solution for everyone; shift perception of cannabis products among a mainstream audience.

The Insight

The “wine mom” trope was both tired and problematic. Modern moms were looking for a way to not just manage stress, pain, and anxiety, but responsibly enhance their life. They were “canna-curious” but a lack of knowledge and old stigmas stood in their way. Scary Mommy partnered with Curaleaf to destigmatize, normalize, and educate moms so they could Cannabis Like a Mother.

The Solution

Curaleaf and Scary Mommy teamed up to shift perceptions around cannabis and parenting, helping moms define their own interpretation of motherhood while they provided support along the way. Article and video content featured a mix of real women and experts in conversation about cannabis, culminating in an episode of Scary Mommy’s Live.Work.Thrive., in which Scary Mommy’s Micaela Birmingham moderated a lively discussion with actress and best-selling author Busy Philipps and Dr. Stacia Woodcock, a clinical cannabis pharmacist.

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HUB | Cannabis Like A Mother

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The Scary Mommy Guide to Calming Your Tits

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5 Types of Moms Who Might (Definitely) Want To Consider Cannabis

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The Results

85%

video completion rate. In its first few weeks, the content immediately resonated.

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45K

likes, thousands of comments, and a reach of almost 800K on first social post

— all organically!

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8.4K

views of Live.Work.Thrive virtual event across social platforms (all organic)

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42MM

impressions across all program elements