Four years of Fyllo: Celebrating 420 and the lessons learned

Fyllo was founded in April 2019, just a few days before celebrating our first 420. Since then, we've had the privilege of witnessing the evolution of the cannabis industry and the cultural phenomenon that is 420. Over the past four years, we've worked closely with our customers and partners to develop campaigns that capture the spirit of this beloved holiday. As we approach our fourth 420, we wanted to share some insights we’ve gained along the way.

The cannabis industry has come a long way since the first 420 was celebrated in the early 1970s. Back then, the concept of a holiday dedicated to cannabis was little more than a countercultural joke. Today, however, 420 is the ultimate holiday—a significant cultural phenomenon that continues to hold a special place in the hearts of consumers, with nearly 40% planning to take off work to celebrate. It's a time to celebrate the culture and community that surrounds cannabis, and it's no surprise that marketers go all out to create campaigns that capture the spirit of the holiday. 

At Fyllo, we've found that the most successful 420 campaigns focus on three things: community, creativity and authenticity.

Community

420 is all about bringing people together to celebrate cannabis culture.This presents an opportunity for brands to create campaigns that bring people together and foster a sense of community.  Successful campaigns tap into this spirit of community by creating content that's shareable and relatable. Whether it's hosting a virtual smoke session, sponsoring a local event, or simply creating content that encourages users to connect with each other, the key is to make your audience feel like they're a part of something bigger. And the cannabis community is growing every day. In 2023, the typical 420 participant is anything but typical. These folks, indulging in cannabis and CBD, are nothing like what you'd expect. Ranging from Cali-sober pioneers to canna-curious moms to fitness fanatics, they come from all walks of life, united by their forward-thinking nature and influence. 

Creativity

With so many brands vying for attention during 420, it's essential to stand out from the crowd. At Fyllo, we've found that the most successful campaigns are often the most creative. This might mean creating a unique brand partnership (like this year’s Kiva x Fat Burger cannabis-infused ketchup collab), developing a fun social media challenge or using humor to capture the attention of your audience. According to a survey by HubSpot, 54% of consumers want to see more video content from brands they support, making video a powerful tool for creative 420 campaigns.

Authenticity

Perhaps the most important lesson we've learned about marketing during 420 is the importance of authenticity. Cannabis consumers are a savvy bunch, and they can tell when a brand is being insincere. Successful campaigns are those that genuinely celebrate cannabis culture and connect with users on a personal level. Brands that prioritize social responsibility and giving back to the community are more likely to earn the loyalty of cannabis consumers. At Fyllo, we believe that the best way to achieve authenticity is by listening to your audience and understanding their values and interests.

As we celebrate our fourth 420, we’re reminded of the incredible journey we've been on and the lessons we've learned along the way. At the heart of it all is a deep appreciation for the cannabis community and the culture that surrounds it. As the industry continues to grow and evolve, we're excited to continue working with our customers and partners to develop campaigns that celebrate the spirit of 420 and the cannabis culture at large.

Ultimately, 420 is a special day for the cannabis industry. At Fyllo, we've found that the most successful campaigns are those that make the audience feel like they're a part of something bigger, surprise and delight them with unexpected creativity and genuinely celebrate the true spirit of cannabis and the community that surrounds it.