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Irisa Social Overview:

Goals

Make dreams come true, create something special

Brand Defined: We find beauty in strength and nonconformity, and champion the positive representation of  our consumers in all phases of womanhood. We are honest, spreading truth about finding wellness and femininity through cannabis.

Social Vision: Social media is an organic fit for Irisa’s core message and call to action: care for and express yourself. Instagram in particular is a strong channel for sharing methods of self care, moments of self-indulgence, and fearless self-expression.

66% of women who use cannabis say that they hide their usage.  Our opportunity is to de-stigmatize cannabis use by women. The self-care trend is real, and women often put other’s needs ahead of their own. Let’s encourage them to show up for themselves.

Message: Love what’s inside.

Social Competitors:
Dosist, Van der Pop, Recess, Dram,

Why is Irisa better?
Irisa helps you find out exactly what you need to feel like your best self, and delivers that magical experience every time.  It is transformative.

Look, Tone, and Feel:

Post look

Irisa is a distinctly feminine energy, but the modern woman is not bound by clichés and stereotypes.

Irisa photography uses strong, confident models, avoiding head-on angles and editorial angles. Our style isn’t defined by race or age, allowing any woman to be an Irisa woman.

Irisa women exude confidence, positivity, and serenity.

Diversity is a must.

Brand photos are highly influenced by color- light, bright colors come through in large blocks in images. When editing photos, opt for a saturated, filter with bright whites. whites may lean towards cool, but are generally very balanced. Much like the brand itself, images bring forth free-spirited feminism.

Using graphic elements on stylized photography is our unique visual identifier

Using graphic elements on stylized photography is our unique visual identifier

On-brand artwork is a great way to support women artists and show off our creative side

On-brand artwork is a great way to support women artists and show off our creative side

Warm, bright, and saturated portraits of inspiring women are crucial to our brand ethos

Warm, bright, and saturated portraits of inspiring women are crucial to our brand ethos

Irisa incorporates feel-good or educational text (always stylized) to combine visual tone and tone of voice

Irisa incorporates feel-good or educational text (always stylized) to combine visual tone and tone of voice

Street style and posts that show movement inspire a feel-good moment

Street style and posts that show movement inspire a feel-good moment

Trendy photos showing off our color palette will instantly read as Irisa lifestyle

Trendy photos showing off our color palette will instantly read as Irisa lifestyle

Leverage Instagram trends that express self-care and daily indulgence: our followers deserve to feel good daily

Leverage Instagram trends that express self-care and daily indulgence: our followers deserve to feel good daily

Artistic portraits that only compliment our highly colorful, graphic style are also OK in smaller doses

Artistic portraits that only compliment our highly colorful, graphic style are also OK in smaller doses

Incorporating cannabis with our unique graphic tone of voice is a strong way to showcase product

Incorporating cannabis with our unique graphic tone of voice is a strong way to showcase product

grid breakdown

50% Product/Flat-lay/Lifestyle,
20% Female Editorial
10% #IamIrisa
10% Inspirational
10% Cultural/Events

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post format

Always include warning text in the end of the post when cannabis products or cannabis is being shown
Warning should be separated from captions with periods
Hashtags should be included after captions. In some cases, can be used in the sentence to highlight the campaign or word

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Tone of Voice

Friendly, positive, charismatic, imaginative, idealistic, spiritual, passionate, committed.
Irisa’s tone is real, not sanitized or glamorized. We acknowldge that the cannabis space will not remain a boy’s club, and speak to its reform regularly.
We are honest, spreading truth about finding wellness and feminity through cannabis.
We are natural; sometimes unpolished, always approachable.


hashtags

#IamIrisa

#TerpeneTalk


words we don’t use

Stoner, reefer, marijuana, dope
Words that tie us to laziness or racism as well as antiquated terms are never a good choice


Feel

Followers should feel that we:
Celebrate all the dimensions of womanhood through cannabis
Elevate cannabis beyond the couch and into the light
Support and partner with causes that are meaningful to women
Create real self-care for women on the move
Offer products and information that cater to active lifestyles, evenings after stressful days, and moments when the kids are asleep.
Understand real life - your life.

 
Anyha’s interview speaks about the injustices in the cannabis industry. An unfiltered perspective on our own impact is the genuine approach we need.

Anyha’s interview speaks about the injustices in the cannabis industry. An unfiltered perspective on our own impact is the genuine approach we need.

Leaving followers with a new perspective on cannabis is one of our primary goals; cannabis as a flower in a vase is a great example.

Leaving followers with a new perspective on cannabis is one of our primary goals; cannabis as a flower in a vase is a great example.

Even without using cannabis, followers should feel a surge of creativity, or feel inspired by other women.

Even without using cannabis, followers should feel a surge of creativity, or feel inspired by other women.

 

Audience

Target: Those who want to transform their lives through making better choices about what they put into their bodies.
Women, ages 21-40, HHI $85K+

Actuals:

Age Range

via Instagram Insights

Top Cities

via Instagram Insights

Gender

via Instagram Insights

List of Official Accounts

GLOBAL:
Instagram: @irisa_cannabis
Twitter: @irisa_cannabis

CANADA:
Instagram: @irisa_canada