Case Study: Happi
Public Relations • Influencer • Social Strategy
Overview
As a female-led brand and the first THC-infused beverage on the market in Michigan, Happi was breaking new ground in the fast-moving cannabis industry in more ways than one. And, thanks to smart, highly targeted press, influencer and organic social media campaigns, Skoog helped Happi parlay its head start in Michigan into a commanding lead that set the stage for rapid expansion.
Press Outreach
In the weeks leading up to the brand’s launch, Skoog helped Happi crystallize its points of differentiation, especially its low dosage of THC–perfect for the cannabis-curious female target–into a coherent, compelling narrative for consumer, lifestyle and industry publications. And we never took our foot off the gas. Post-launch, we kept the brand top of mind with both consumer and industry audiences through occasion-based product round-ups and profiles on the brand’s early success and female leadership.
Influencer Management
Understanding that cannabis-curious women are a very different audience than existing users, Skoog carefully vetted the influencers we reached out to, managing both paid and unpaid engagements with regional lifestyle influencers who complemented Happi’s effervescent personality. As we continued to build those relationships, we developed a formal ambassador program to more strategically and efficiently scale Happi’s influencer program, while also deepening influencers’ connection to the brand.
Social Media Strategy
Skoog also helped Happi manage its own social media efforts, providing Instagram community management services, editorial content calendars, detailed monthly reports and more. Advising on virtually every aspect of Happi’s social media presence, Skoog helped Happi optimize its Instagram profile and post creative, as well as identify new features and emerging trends, such as Instagram’s growing focus on Reels.
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