How Tilray Brands Turns Consumer Insight Into Earned Media

The Challenge‍

Cultural moments move quickly, and for a functional beverage brand, Dry January is one of the biggest moments in the category. With a portfolio of hemp derived Delta-9 THC beverages, Tilray wanted to join the Dry January conversation credibly, which meant understanding the consumer behind the moment and their choices in real time.

The Approach‍

Tilray used Ideally to test how consumers really view THC beverages as an alcohol supplement during Dry January, and which audiences were most open. The data gave the team a story worth telling: 42% of consumers saw THC beverages as a good alternative during Dry January, rising above 50% among 25 to 44 year-olds. 43% agreed they were a good option for a cozy night in, climbing to 61% among 25 to 34 year-olds. The team turned that consumer truth into a media angle and took it to outlets, earning a place in the conversation and securing strategic product placement for its THC cocktails and seltzers: Happy Flower and Fizzy Jane.

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Why Ideally

The ease and speed of getting and interpreting the data lets marketing act on a cultural moment in real time. And because the PR rests on real human insight, the visibility compounds: earned coverage feeds answer-engine and search optimization, extending the brand’s findability well beyond the campaign window.

Results‍

→ Earned a credible place in the Dry January conversation and secured strategic product placement at the right moment

→ Extended visibility into answer-engine and search results via earned coverage