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Marley Natural Social Overview:

Goals

To help the world gain wisdom and insight through the positive potential of the Herb.
Understand and embrace quality Herb, like Bob did.

Social Vision: Those who know that cannabis can be a force for peace, justice and happiness and who believe in the positive potential of the Herb.

Message: Wake Up and Live

Social Competitors:
Willie’s Reserve, Leafs by Snoop,

Why is Marley Natural better?
The Marley name is the most esteemed in cannabis. Beginning and experienced users respect Bob Marley and expect an authentic cannabis experience.
The elder statesman of cannabis. No one knows, grows or talks about cannabis in a higher quality more informed way than this brand.

Look, Tone, and Feel:

Post look

Posts should be colorful and inspire positive vibrations in their visual aesthetic. From our look, consumers should know right away we’re producing, selling, and marketing quality cannabis and we’re an unarguably informed source of information.

Our look will also inevitably include posts of, by, or relating to the Marley family. This is a critical piece in proving our authenticity and connection to the legacy. While this shouldn’t ever overwhelm the grid, we recommend to feature and tag family members where allowed and approved.

This shot adds a tropical flair and soothing color to a pre-roll shot

This shot adds a tropical flair and soothing color to a pre-roll shot

Photos that don’t feature our brand are also OK! Look for bright colors, tropical motifs, and interesting perspectives

Photos that don’t feature our brand are also OK! Look for bright colors, tropical motifs, and interesting perspectives

Showing our ties to Jamaica is important. Include shots that show Jamaican culture and inspire the travel bug in our followers.

Showing our ties to Jamaica is important. Include shots that show Jamaican culture and inspire the travel bug in our followers.

While this image is a dark background, the bright pops of color add positive vibrations

While this image is a dark background, the bright pops of color add positive vibrations

Working with diverse influencers featuring both accessories and cannabis perform well - Marley family members re-posted this one

Working with diverse influencers featuring both accessories and cannabis perform well - Marley family members re-posted this one

You can practically hear the Bob Marley track in this one. Sharing a branded pre-roll with some palms is totally on-brand.

You can practically hear the Bob Marley track in this one. Sharing a branded pre-roll with some palms is totally on-brand.

Sometimes a simple branded piece on a bright color is all you need for flair!

Sometimes a simple branded piece on a bright color is all you need for flair!

This shot gives it all: positive vibrations, bright colors, and an island vibe.

This shot gives it all: positive vibrations, bright colors, and an island vibe.

Our accessories should be shot in warm and bright interiors. Sterile e-commerce shots should stay off social.

Our accessories should be shot in warm and bright interiors. Sterile e-commerce shots should stay off social.

grid breakdown

50% Product Lifestyle/Flat-lay
20% #learntheHerb content
10% Accessories
10% Jamaica Moods
10% Rise Up

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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. If more hashtags are used, you can use more periods to put them below the first fold.

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Tone of Voice

Consistently honest, loyal, enthusiastic, inclusive, compassionate, dedicated, patient, authentic, change agent, and optimistic.

Devoted to clean living, simplicity and love.


Phrases & Hashtags we use

Herb: this word is always capitalized! Herb is a central part to Rasta culture, and its place in the Marley Natural brand is prominent.

Rastafari words we use in the brand:
Soon Come: coming soon, in “island time,” relaxed
Irie: cool, good, the best

#learntheHerb: Learn the Herb is a common content bucket used to educate the public about the positive potential of the Herb. This can be anything from learning about strains and cultivars to the history of the plant in and outside of Jamaica.

#RISEUP can be used on any post talking about Marley Natural’s positive influence on the planet, including sustainable innovations on our products or packaging, for example.


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

Rastafari words to avoid:
Jah: reference to God
Zion : Ethiopia, Africa, the Rastafarian holy land


Feel

Followers should feel both relaxed and empowered by our content. Our goal is to provide educational and quality content about cannabis, Jamaica, and the Marley legacy. Many times this simply means providing followers with a healthy dose of visual positive vibrations, while other times we create a platform for powerful calls to action to improve the world following Bob’s ideals and vision.

Our tone is aspirational, and should allow followers to feel closer to the Marley family, specifically to Bob himself. This connection to legacy provides a channel fans and idolizers love to follow. Our goal is to inspire confidence in the Marley Natural brand through this connection.

Rise Up is a powerful vehicle to allow followers to feel like agents of change, especially in Jamaica. This connection to Rastafari culture and the Marley family’s philanthropic efforts fosters a strong sense of community and positive energy.

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important restrictions:

No public consumption of cannabis. Someone can only be photographed consuming on private property in a non-identifiable location (i.e. showing someone smoking a pre-roll near a garage in a public space cannot face legal pushback, while smoking in front of the Empire State Building can.)

No religious references, including common religious holidays. Marley is a brand rooted in Rastafari culture, and while it does not communicate Rastafari beliefs, it is not authentic to do a Marley Natural Christmas or Hanukkah campaign. A winter holiday theme like “Spreading positive vibrations this holiday season.” is OK.

Do not post pictures of Bob Marley or family members that have not been expressly approved. We do not (nor does CAA) own the rights to every photo of these public figures.

Quotes from Bob Marley must be fact checked by CAA. Thousands of fake quotes are out there, so do not trust the internet. The best way to use a Bob quote is to pull from his official accounts, which will have been vetted.

 

Audience

Target: HH income median $70k or higher, age range 25-45 years, gender bias balanced male/female but over indexes in females vs the gen market

Actuals:

Age Range

via Instagram Insights

Top Cities

via Instagram Insights

Gender

via Instagram Insights

List of Official Accounts

GLOBAL:
Instagram: @marleynatural
Facebook: Marley Natural, Marley Natural Shop
Twitter: @marleynatural

CANADA:
Instagram: @marleynaturalcanada

Strengths Defined:
The Marley name equates to trust in the brand.
Recognized as high quality cannabis.
Connection to music – cannabis and music are very intertwined.
Clean aesthetic helps brand stand out on a feed.

Weaknesses Defined:
Licensee challenges took brand out of market in some territories and stores: customer service on social.
Supply issues with certain lines.
Questions on the authenticity of the brand.
Due to lack of standardization, we have had quality differences in product.

Opportunities:
Use Facebook as much as Instagram
Amplify the brand through stronger connection to music.
Rise Up – social justice on social media
Find ways for licensees to interact and drive global channels for localization efforts
Use more prominent social media influencers who are not necessarily in the cannabis space