The Collegiate Survival Sale
Read time:
6 min
Client:
Multiverse/ Milkyway
Industry:
Recreational Cannabis
Start:
End:
Duration:
3 Weeks
Multiverse is a brand that provides unique, high quality artistic cannabis smoking products and accessories across North America with a focus on aesthetics, function and price. Their portfolio consists of three brands, Milkyway, Milkyway X and Wormhole, through which they aim to create collectable works of art, prized for their unique style, quality and craftsmanship.
Starting point
Usually, at the start of the academic year, students are stressed or frustrated because of their studies and assignments and are looking to relive their stress. Potheads and smokers use cannabis to relive and relax themselves and the brand wanted to capitalize on this moment.
Milkyway wanted to sell more of its products to the young university going student demographic. They wanted to take advantage of the "Back to School" time (August/ September) when students are returning to the university after summer holidays.
Problem solving
I directed and designed the art direction of the whole campaign which included all of the digital marketing materials; emails, social media posts, animations. The art direction needed to be rough and chaotic with bold colors that are captivating and portray the stress of university life. The typography also needed to be just as rough and bold.
Implimentation
I took inspiration from collages that use torn paper, photographs and coloured markings. I used visuals such as papers, laptops, scribbles, stationery, eyes, mouths as decorative design elements and elements such as assignment sheets, grids and torn paper as essential background design elements. The text was arranged in a tilted fashion to show urgency and chaos.
Results
The sale event was for 10 days.
The sales increased by 3x (compared to previous month).
Around 60% of the stock was sold within 5 days of the sale.
Approx 180 products were sold throughout the sale. 5x more than regular days.
Highest click rate achieved was 2.2%.
The timing of the sale and the target demographic plays an important role in selling any given product. Having the sale at the start of the academic year and targeting it towards university students paid off in terms of increased sales and greater revenue as compared to regular days.
Bold graphics with eye catching colors and typography helped to cut through the competition. It often pays off to take the sale as an opportunity to design graphics that are different from regular routine branding graphics.
