The Dream Team Tackles Sleep

Did you know that one of the top entry points into the cannabis category is also one of humankind’s greatest pain points? It’s SLEEP. The Sleep segment of cannabis is a huge opportunity to bring in those “canna-curious” who have never used the plant before and provide another consumption occasion for all of cannabis’ current consumers.
As a leader in the space, Kiva wanted to help build the sleep category for the entire industry- and help new, prospective consumers discover what cannabis and CBN can do to support their sleep goals. To tackle this issue and lead a national conversation, Kiva built an evergreen campaign with relevant pulse periods across the year. In January 2023, we worked with a third-party national survey company with quantitative analysis expertise and surveyed over 400 adults from across the country to determine the state of sleep for both cannabis users and non-users. Among many eye-opening findings, 76% of respondents who currently use cannabis with CBN found it helped them “not just fall asleep and stay asleep,” it also improved their “overall quality of sleep.” This discovery helped validate the legitimacy of CBN and confirm what consumers had been sharing with us for years: that CBN-infused products not only work- but according to survey respondents, they work even better than other standard sleep aids on the market.
To get the message out there, we designed best-in-class educational content and shared helpful sleep tips on our website, social media, and newsletter. Kiva created a referral program for friends and family on our Kiva Direct delivery platform, sent out Sleep-focused care packages, made consumer and budtender education videos across 6 different markets, and implemented a dynamic SEO and digital media ad campaign that resulted in over 120,000 unique visits to our site and 3.8M ad impressions. Kiva also partnered with sleep expert Vanessa Hill to create informative videos helping consumers discover the best option for their sleep needs- and did a social campaign with influencer athlete Thor Bradley, resulting in over 660,000 impressions and 50,000 likes, and over 6.5 Million press impressions.

Finally, Kiva created a robust in-store activation plan to reach consumers on the ground and even built a store-within-a-store in one of our key accounts.

While we can’t measure how many new people tried cannabis thanks to this campaign, we can say that Kiva has become the #1 sleep brand across the states we’re available in. The best part? All the incredible consumer feedback we’ve received tells us that cannabis is truly changing people’s lives when it comes to better sleep. And that, our friends, is what dreams are truly made of.