Bespoke Authority Program · Cannabis Consumer Brand · Subscription Launch
A California cannabis lifestyle brand needed national visibility and investor credibility. Avaans built the narrative, activated the media, and delivered 200% revenue growth for two consecutive years.
Verified Results
The Challenge
This California-based cannabis brand was doing something genuinely new: a luxury subscription box with CPG and accessories built around a cannabis lifestyle. Operating in a regulated category meant ad platforms were unavailable. Not only that, but Avaans Media was breaking new ground because at the time, the word "cannabis" alone disqualified coverage in many publications.
The brand needed national visibility to attract both consumers and investors. Neither audience would find them without a deliberate, sustained earned media strategy built around the lifestyle angle rather than the product category. That required a PR partner who understood where the regulatory lines were and could work within them without losing the story.
The brief was clear: reach national audiences, build investor-relevant credibility, and create the kind of word-of-mouth momentum a subscription brand needs to grow.
Our Strategy
Weekly outreach to lifestyle, startup, and business journalists with timely, newsworthy storylines tied to announcements, conferences, and media calendars. Personalized review opportunities for selected journalists quarterly.
A targeted outreach program to A-list talent secured paying celebrity subscribers. Word spread organically within those circles, producing compounding word-of-mouth credibility that PR fees alone cannot buy.
On-site journalist activations through sponsorships and curated experiences at key tradeshows. Each event became a coverage opportunity that extended the brand's narrative beyond the industry press.
Conceptualized annual holiday limited-edition offerings that enabled first-of-their-kind brand collaborations. These created national press hooks that would not have existed without a deliberate campaign strategy built around newsworthiness.
Built founder thought leadership through media profiles, speaking engagements, and custom content across earned, paid, and owned channels. Investor-facing credibility was built alongside consumer visibility from day one.
Ongoing monitoring identified partnership opportunities and competitive coverage in real time, informing both business decisions and reactive media outreach before windows closed.
As Seen In
The Results
The program delivered consistent national placements across lifestyle and business media, generating $750K in earned media value annually from outlets including Forbes, LA Times, The Hollywood Reporter, and Refinery29. Website traffic from media sources grew 300%. Revenue doubled for two consecutive years.
The celebrity subscriber program built the kind of cultural credibility a subscription lifestyle brand cannot manufacture through advertising. And sustained investor-facing coverage gave the executive team a third-party record to point to in funding conversations. That combination, consumer momentum plus investor-grade visibility, is what this kind of regulated brand actually needs to grow.
"Nearly solely responsible for the development and implementation of our public relations campaigns. The campaigns were universally successful, providing significant and measurable growth. Comes with my highest recommendation."
Chris H. · Co-Founder / CEO
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Regulated consumer brands need credibility built before the market opens up. We work with a select number of clients at a time. Find out which program is right for your brand.
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