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.
