JADEO: connecting the cannabis community
A couple of weeks ago, we reported on the fact that cannabis has become a commodity. We posited that commercial realities were setting in for many businesses that thought they would grow off of product partners and manufacturers.
JADEO is a Canadian publisher, helping cannabis companies, along with interested parties, connect with each other to weed out the wheat from the chuff.
We spoke with JADEO Director of Marketing Janelle Powell about the company and what it is trying to achieve.
Jonathan Jackson: What is JADEO's reason for being?
Janelle Powell: We wanted to create a safe place where people who were curious about cannabis or experienced with cannabis could connect, educate, learn and share. We wanted a place where the complex world of cannabis could be made simple. Hence why our motto is "Cannabis, made simple".
JJ. Who is behind it?
JP: JADEO is the brainchild of Michael Joseph and Connor Christine. It is a Canadian start-up based out of Toronto/Hamilton.
JJ. What are you ultimately trying to achieve?
JP: Ultimately, we want to normalize cannabis and end stigma. Although cannabis has been legalized in Canada a lot of negative stereotypes still persist. People still don't feel comfortable sharing their use or even just asking simple questions to educate themselves about cannabis. Our platform is the first step in making these types of interactions around cannabis normal.
JJ: Is the content aggregated, or is it a mix of aggregated and unique stories?
JP: As a platform, we create educational content ranging from articles to videos, but our members also create content. They share their experiences, write product and strain reviews, ask questions, share articles etc. It's a social network so you find that the members are being social around cannabis topics.
JJ: How does it work for advertisers?
JP: We offer a variety of packages for advertisers that can include banner ads, sponsored articles and/or videos. They can opt for full-service ad packages where we do all the creative or they can provide their own creative. Unlike mainstream platforms like Facebook, Instagram, etc. we obviously don't restrict cannabis content in our advertising allowing brands to better connect with their audience.
JJ: How do advertisers use the platform?
JP: As of right now, advertisers can use the platform to reach their target audience via our available packages. However, we do have some exciting things in the works for brands that we'll be releasing in an upcoming launch of the latest iteration of our platform. Brands can also use the account for social listening members are always asking about products or speaking about their experiences this creates an opportunity for brands to understand their audience's needs, wants, and hurdles.
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