Social · Influencer
Blenddy
Growing a cannabis app organically, inside a landscape of restrictions and shadowbans.
- Organic social and influencer strategy
- UGC · Compliant paid · Trend and pop-culture content
Creative strategies that worked within strict platform rules, using organic growth, community, and influencer partnerships to build the brand without tripping the penalties.
Working Within the Restrictions
As Head of Social for Blenddy, I navigated a landscape where platforms impose strict guidelines on cannabis content and shadowbanning is constant. I built organic growth techniques, community engagement, and compliant paid tactics, crafting content that adhered to policy so the brand grew without penalties. Highly engaging, compliant video did the heavy lifting, designed to spread organically rather than rely on the paid ads this space limits.
Influencers and a Signature Feature
Influencer marketing became a key way to reach a broader audience without traditional advertising: partnerships with personalities who aligned with the brand let us tap established audiences authentically. I promoted the app's music-pairing feature, matching playlists to strains for a personalized, mood-enhancing experience that differentiated Blenddy in the market and deepened engagement.
Trends, Quotes, and Culture
To drive organic reach where paid promotion is limited, I leaned into shareable content: famous quotes that sparked conversation, and pop-culture trends aligned with what the algorithms already favored. Standout campaigns paired astrology signs with strains and ran a Mortal Kombat-style tournament bracket where strains competed and users voted, boosting participation and community engagement.
In Motion
220% increase in organic engagement from culture-native, community-driven content.
Growth without paid crutches in a heavily regulated market where authenticity was the only lever.
Signature interactive campaigns, strain-by-sign and tournament brackets, that turned followers into participants.
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