Case Study: SWM International achieves cannabis industry awareness with Hybrid Marketing

SWM International generates 263k impressions in 3 months with Hybrid Marketing

SWM International, a large global papermaker with historical ties to the tobacco industry, sought to diversify its business by entering the cannabis market. They engaged the vendor Hybrid Marketing to facilitate this entry. The challenge was threefold: to avoid impacting their core tobacco business, to manage the cannabis industry's potential skepticism of a tobacco-adjacent company, and to overcome the language barrier between their existing product descriptions and the cannabis market.

Hybrid Marketing's solution was to create a distinct, cannabis-forward subsidiary brand named Botani. The vendor executed a comprehensive three-phase strategy involving in-depth persona research, brand development, and a multi-channel launch campaign. The results were significant, with the work generating over 263,000 impressions, driving site traffic to 800 sessions per month, and producing 5-10 qualified leads per week within the first three months post-launch. Hybrid Marketing successfully established industry-wide awareness and trust for the new Botani entity.

SWM International