Backpack Boyz

Backpack Boyz is a nationally recognized cannabis brand entering highly regulated and competitive East Coast markets. The objective was not just awareness, but immediate retail traction, online ordering adoption, and sustained momentum across multiple dispensary locations in New York and New Jersey. The launch required balancing brand integrity with platform-specific execution that would translate into measurable online and delivery orders, not just event buzz.

PHASE ONE

Challenge

  • Launching a West Coast–born brand into unfamiliar East Coast retail ecosystems
  • Coordinating digital visibility across multiple dispensary partners
  • Ensuring Leafly listings converted discovery into actual orders
  • Avoiding inefficient spend during a multi-location rollout
  • Extending the impact of live events beyond a single-day spike
PHASE TWO

Strategy

The HLP DSK implemented a platform-first digital launch strategy, using Leafly as the primary conversion engine, supported by events and content designed to reinforce repeat online engagement.

Key strategic pillars:

1. Treat Leafly as a sales channel, not just a directory
2. Use live events to drive platform discovery and follow-on orders
3. Build a reusable content system to support multiple store launches
4. Focus spend on placements and creative proven to convert

Execution

Leafly Digital Marketing

  • Optimized Backpack Boyz product presence across Leafly for each participating dispensary
  • Aligned imagery, descriptions, and product hierarchy to how consumers browse and buy
  • Coordinated launch timing across multiple stores to maximize platform visibility

 

Pre-Event Content Production

  • Produced digital assets promoting each dispensary grand opening
  • Created pre-launch content designed to drive awareness and Leafly traffic
  • Ensured consistent brand presentation across all retail partners

 

Live Events & Market Activation

  • Supported live launch events across New York City and New Jersey dispensaries
  • Used events as acquisition touchpoints to introduce new customers to the brand
  • Reinforced digital ordering options during in-store activations

 

Post-Event Content & Retargeting

  • Produced post-event content extending campaign lifespan
  • Reinforced product availability and ordering pathways on Leafly
  • Supported dispensaries with ongoing digital visibility following launch

Results

  • Strong adoption of Backpack Boyz products across participating dispensaries
  • Increased online discovery and ordering through Leafly during and after launch windows
  • Sustained digital visibility beyond single-day events
  • Improved ROI by focusing spend on platform-native placements and reusable assets
  • Established a repeatable launch framework for future market entries

Key Takeaways

  • Platform-specific execution outperforms broad digital awareness campaigns
  • Pre- and post-event assets significantly extend conversion windows
  • Live events are most effective when paired with clear digital ordering pathways
  • Launch systems must be repeatable across multiple retail partners

The HLP DSK helped Backpack Boyz successfully enter East Coast markets with a conversion-driven digital launch strategy, ensuring that awareness translated into online orders, delivery adoption, and sustained retail momentum—without relying on inflated spend.