Columbia Care is one of the largest cannabis businesses in the US. Launching a new CBD product, the brand needed to reach audiences open to wellness who had never considered CBD — which meant stepping outside the cannabis niche entirely. Terrier Agency delivered a large-scale influencer campaign built around demographic diversity to reposition Columbia Care as a mainstream wellness brand.
Over 1,000 influencers were contacted across wellness, lifestyle, fitness, and beauty, with more than 500 agreeing to collaborate. The campaign produced 509 pieces of content and 407,689 impressions, introducing Columbia Care’s CBD range to audiences far beyond its existing customer base.
By working with creators outside cannabis-specific circles, the campaign made the wellness repositioning credible — shifting perception at a scale paid media alone could not achieve.
Recruiting Wellness Creators With No Cannabis History
Repositioning campaigns are built through the same shortlist process as any Terrier influencer campaign but cast deliberately wide: profiles are reviewed for category fit with wellness, lifestyle, fitness and beauty audiences rather than existing cannabis followings, and every creator is checked for platform compliance before outreach given CBD’s restricted advertising status. Usage terms are agreed before creators go into production, and finished content is approved against brand guidelines.
What 407,689 Impressions Meant for a CBD Repositioning
509 pieces of content and 407,689 impressions from over 500 collaborating creators is a visibility figure, not a sales number. What it demonstrates is that a cannabis-adjacent brand reached wellness audiences who had never previously been exposed to the category, at a scale its existing customer base alone could not deliver.
