Green Thumb Industries / Facebook ads & video

Local awareness. Community before the dispensary visit.

Facebook awareness campaigns invited people near GTI’s dispensaries into our cannabis community groups. Education and support created a natural path toward local discovery, followed by a patient documentary featuring Dr. Solomon’s.

Explore the project
Original GTI-sponsored Illinois community recruitment campaign on Facebook.

Awareness around dispensary markets

Facebook campaigns started in areas where GTI’s dispensaries were concentrated, inviting nearby people to join our community groups.

A place to ask for help

Local groups connected people with education, shared experiences and support as they explored cannabis.

Patient stories, brought to film

The work later expanded into a chronic-pain documentary featuring Dr. Solomon’s.

Start where people need help.

The work began with Facebook awareness campaigns in areas where GTI’s dispensaries were primarily located. The invitation was to join our cannabis community groups: a place to ask questions, learn about the state’s program and hear from others.

The strategy was to build a helpful local community around those markets. As people found answers and became ready to visit a dispensary, a nearby GTI location could become a natural next step.

Video came later. We produced a chronic-pain documentary featuring Dr. Solomon’s, bringing patient experiences into the conversation the communities were already having.

Awareness ads with a local starting point.

We began around GTI’s dispensary footprint, using Facebook awareness campaigns to invite people into our groups. Illinois and Maryland creative gave each audience a community relevant to its own state.

Original GTI-sponsored Maryland community recruitment ad on Facebook.

Maryland: education and support

An invitation to ask questions, share experiences and connect with Maryland’s cannabis community.

Original GTI-sponsored Illinois community recruitment ad on Facebook.

Illinois: join the local conversation

Community recruitment creative tailored to Illinois residents and their state’s medical cannabis program.

Then, bring patient experiences to the screen.

The later documentary added a longer format for people to share their experiences with chronic pain. Dr. Solomon’s joined Cresco Labs and other sponsors in supporting the film.

Interviews into a finished film
Coordinated the film team, patient interviews, editing and sound to bring the chronic-pain documentary together.
Brand and legal review
Worked directly with GTI’s team on requested revisions to visuals, transitions and the final cut before release.
Publishing and brand handoff
Released the documentary through The Medical Cannabis Community on Facebook and YouTube, then supplied GTI with the finished film for its own use.
Original documentary credits featuring Dr. Solomon’s, Cresco Labs, Green Flower and Onsen Labs.Watch the chronic-pain documentary

From a question to a local connection.

The community was the bridge between an awareness ad and a potential dispensary visit. The approach gave people somewhere to turn before they were ready to make that visit.

  1. Reach people nearby

    Start with awareness campaigns in markets served by GTI’s dispensaries.

  2. Invite them into the community

    Give people a place to ask questions, share experiences and find support.

  3. Make the next step local

    Help people explore their options, with nearby GTI dispensaries positioned as a natural place to continue the conversation.

The goal was to create a path from community support to local discovery, rather than asking people to choose a dispensary at their first interaction.

Build a local audience before asking for the visit.

Connect advertising, community and useful content around the people your dispensaries serve.

Start a conversation