I figured out how to advertise weed on YouTube (legally)
Charlie DePew
When Grassdoor, a cannabis delivery service, came to me for a brand refresh, it was clear they wanted something out of the box. Advertising weed on the internet has proved a massive challenge for the industry as a whole. YouTube, Instagram, and the rest don't allow it on their platforms.
Mary Jane? I barely know her.
By navigating the intricacies of platform guidelines and creatively leveraging what's allowed, I was one of the first to crack the code on YouTube for cannabis marketing. YouTube wouldn't allow me to advertise cannabis, but why not grass?
The Pitch
This is the initial treatment I used to pitch my client. I used GIFs to help illustrate my vision. After the client's creative notes were implemented, we went into production.
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Posted Nov 7, 2023
I pioneered a strategy enabling my cannabis client to run a paid YouTube campaign, bypassing ad restrictions. Got 7M impressions.
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