CHALLENGE: As soon as cannabidiol (CBD) products were legalized in Mexico, the green rush exploded and various companies entering the space were eager to understand Mexican youth’s perception regarding cannabis.

INSIGHT: As Mexico is traditionally religious and conservative, cannabis was perceived as taboo for many generations. However, similar to other parts of the world, a younger generation was emerging with a different perspective from their parents.

SOLUTION: We conducted a data-driven social listening campaign to gather quantitative & qualitative insights from our digital audience of over 23MM+ people.

Cultura Colectiva

Social Listening & Content Campaign

My roles: Brand Partnerships; Account Management

Team: Antonio Romay, Pamela Soria Martinez, Regina Montes de Oca, Cintia Ortiz, Renata Hakim

Via IG Stories, infographics, animations, videos, and editorial content, we were able to:

Test & validate hypotheses
Provide quant & qual insights
Develop target persona profiles
Outline recommended actions

Social Listening

By integrating cannabis-related topics throughout our weekly programs and social channels, we were able to ask our audience specific questions and view their responses immediately.

This strategy proved incredibly effective to test hypotheses and conduct research at a much faster rate than normal research cycles.