How we reached five distinct audiences across multiple languages and drove a 22% brand lift.
When cannabis became legal in New Jersey, the Cannabis Regulatory Commission needed to promote safe use among adults and discourage use among those under 21 — across five different audiences, each requiring tailored messaging in English and Spanish.
Five audiences. Two languages. One deadline.
When cannabis became legal in New Jersey, the Cannabis Regulatory Commission needed to promote safe use among adults and discourage use among those under 21. The challenge: five different audiences — parents, teens, seniors, pregnant women, and the general public — each requiring tailored messaging in English and Spanish.
No single channel could reach them all.
These audiences are diverse and fragmented. No single channel or message could reach them all. Only precise segmentation paired with omnichannel coordination could deliver the right message.
Cannabis Smart. Cannabis Safe.
Princeton Partners deployed the campaign across eight channels, with BIPOC and Spanish-language placements ensuring cultural relevance throughout.
Messaging addressed real-world risks:
Space for the creative.
More than double the industry goal.
22% Interactive TV brand lift — more than double the 10% industry goal.
Official campaign results.
+ Best in Show (Non-Profit)
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