Case Study: King’s College London drives 4,000+ study respondents with Literal Humans

King’s College London drives 4,000 study respondents with Literal Humans

King’s College London needed to recruit 6,000 London-based participants for its groundbreaking Cannabis & Me study, the largest independent study of cannabis users. The challenge was reaching a diverse pool of respondents, especially from the illegal cannabis community, while navigating the drug's complex legal landscape and overcoming significant distrust. They partnered with the digital marketing agency Literal Humans to manage this sensitive recruitment and drive awareness.

Literal Humans conducted in-depth market research to identify online communities and crafted a targeted strategy combining content marketing, community management, and PR. They built trust through newsletters and social media, and secured major media coverage by highlighting the study's unique virtual reality component. Their work resulted in over 4,000 survey respondents, features in outlets like the BBC and The Guardian, and valuable exposure at industry events, all achieved on a tight budget.

King’s College London