Overview
In our second year working with Vangst, a leading recruitment platform, 5W aimed to solidify its position as the job authority in the cannabis industry. 5W focused media efforts around impactful brand awareness campaigns and recognition through mainstream media, by leveraging two key Vangst announcements and inserting CEO and Founder Karson Humiston into the national conversation as a thought leader.
Strategy
5W leveraged strong relationships with cannabis reporters to deliver media that positioned Vangst in both the national/mainstream spotlight, as well as within key trade publications.
5W worked closely with the Vangst team to create and promote the first-ever Cannabis Jobs Salary Guide, showcasing the industry's hottest and best paying jobs, salaries and locations for job seekers of all varieties. The guide also opened a greater conversation about a cultural shift among millennials and technology talent moving from Silicon Valley to cannabis-related fields.
Additionally, 5W leveraged company announcements and milestones, such as Vangst's $2.5 million funding round, to showcase the growth of Vangst within the industry and to further attract potential investors.
Results
The strategies of 5W delivered 771,530,073 total impressions and 113 placements, including the following examples:
- Funding Round: Coverage in outlets like Forbes, Fortune, MJBiz, Benzinga, and more.
- Jobs Salary Guide: 52 placements in outlets such as CNBC, Forbes, Entrepreneur, USA Today, Cheddar, Yahoo! Finance, Business Insider, MSN, and more.
- Executives Features/Trend Commentary: 52 placements in outlets such as CNBC, Forbes, Entrepreneur, USA Today, Cheddar, Yahoo! Finance, Business Insider, MSN, and more.
