LEAFWORKS

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LAUNCHING A FEMALE-FOUNDED PLANT GENETICS COMPANY

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CHALLENGE

To launch female-founded plant genetics company LEAFWORKS, INC. into cannabis/hemp marketplace, starting with B2B and eventually B2C. Double Forte kicked-off the launch with the announcement of LeafWorks' first DNA-based test, Gender ID, followed by Supply Chain Certification, Cultivar Registration, and Certified Feminized Seal. The ultimate goal behind all LeafWorks’ tests and services is to help the cannabis/hemp community protect the genetic IP of their plants and combat fraud in the industry.

LeafWorks DNA technology was RELATIVELY UNPARALLELED at the time of launch, though a few competitors did exist, including the disgraced Phylos Bioscience who faced a massive scandal just prior to LeafWorks entering the market. THE LEAFWORKS TEAM WOULD HAVE TO WORK DOUBLE-TIME to differentiate themselves from Phylos and GAIN THE TRUST of the media, consumers and even the cannabis community as a whole.

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SOLUTION STEP-BY-STEP

DEFINE THE MESSAGE. Communicating the nuances of plant genetics to the media is no easy feat, and Double Forte worked closely with the LeafWorks team to hone the messaging and develop metaphors, sound bites, and layman's terms to communicate the science behind the company.

KNOW YOUR MEDIA. Double Forte developed a targeted list of cannabis, regional, science and technology media and strategically pitched using carefully worded messaging. Double Forte specifically targeted features for “women in cannabis” and “women in STEM” to leverage LeafWorks female founders. Interviews were conducted with Green EntrepreneurSF Chronicle’s GreenStatePlayboyWiredMJBizDailyFast Co., and Cheddar to name a few.

GET OUT THERE. Double Forte knew LeafWorks had a greater message to share with the world, and began submitting its founders for speaking opportunities at regional and national events. Through an 8-month long process, Double Forte secured LeafWorks its own panel at SXSW 2020, an event that was ultimately cancelled due to the COVID-19 outbreak. In its place, Double Forte also staged a virtual panel on the same topic and then repurposed the prized content across video/social channels and via blog posts. In addition to SXSW, Double Forte landed both co-founders the opportunity to present during Women of Silicon Valley in May, 2020 and continues to look to future opportunities.

RESULTS

TOTAL IMPRESSIONS: 238M+

TOTAL COVERAGE: 25+ including Cheddar TV + online, Green EntrepreneurPlayboyMarijuana VentureSF WeeklyHella High Podcast and Women in Weed

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OUR WORK

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Messaging
FRANZIA
Building Buzz with
Merchandise & Messaging

Cause Marketing
CASCADIAN OUTFITTERS
Leveraging Cause Marketing

Product Marketing
THEO CHOCOLATE
Fast Tracking
Holiday Coverage

Integrated Marketing
TORANI
Flavor of the Year

Launch
BOTTLE BACCHANAL
Exclusives Generate Buzz

Media Relations
LIONROCK
Lionrock Becomes the
Go-to Media Source

Influencer Marketing
SILVER SPRING FOOD
Influencers Build Brand Awareness

Event Management
FARM TECHNOLOGY DAYS
Farm Tech Days Exceeds Every Expectation

Integrated Marketing
GOOSE RIDGE
Integrated Approach Builds Momentum

Social Media
RIGONI DI ASIAGO
Introducing Rigoni di Asiago to Millennials and Moms

Event Activation
CLOVER SONOMA
Milk Does a Pop-up Good

Integrated Communications
FRANZIA
Thank You for Being a Franz

Media Relations
BENZIGER FAMILY WINERY
20th Anniversary

Product Launch
LEAFWORKS
Launching a Female-founded Plant Genetics Company

Virtual Event
PRIEST RANCH
Pop Rocks and Rosé

Media Relations
ESA
Garnering Attention for the Gamers