Cannabis influencer marketing has produced more notable campaigns over the last decade than most consumer categories — which is striking given that cannabis brands operate under tighter platform restrictions, narrower paid-media options, and stricter state-by-state regulatory frameworks than nearly any other consumer industry. The campaigns that worked offer a working playbook for what cannabis creator strategy actually looks like when it lands.
This piece catalogs 50 notable cannabis PR and influencer campaigns — covering multi-state operators, CBD wellness brands, premium and luxury positioning plays, edibles and beverages, pet CBD, devices and accessories, and category-building advocacy work. For the strategic playbook on cannabis influencer marketing, see How Cannabis Brands Win With Influencers in 2026. For compliance specifics, see Cannabis Influencer Marketing: The 2026 Compliance-First Playbook.
What made these campaigns work
Five patterns recur across the campaigns that actually moved category share.
Celebrity-operator equity, not paid endorsement. The strongest cannabis brand-building over the last decade came from celebrity equity partnerships where the talent operates the brand — Snoop Dogg with Casa Verde Capital and Leafs By Snoop, Seth Rogen with Houseplant, Mike Tyson with Tyson 2.0, Willie Nelson with Willie's Reserve. The communications discipline shifts from creator partnership management to founder-led brand-building. Hired celebrity endorsements consistently underperform celebrity-operator stakes on both engagement and durable category authority.
Cross-vertical creator pools. The brands that scaled — Charlotte's Web, Beboe, Curaleaf, Kiva — built creator programs primarily through wellness, lifestyle, fitness, food, and beauty creators rather than category-native cannabis creators. The cross-vertical pool offers broader reach, fewer platform-moderation risks, and stronger trust signals for first-time cannabis and CBD buyers.
Always-on cadence with strategic spikes. The brands that built durable share — rather than one-time awareness — ran continuous-pulse creator programs anchored around the cannabis seasonal calendar (4/20, 7/10 Dab Day, Green Wednesday, Croptober, summer wellness, Q4 sleep) instead of concentrating all spend on 4/20.
Long-form content distribution. The campaigns that earned durable retrieval value — and AI citation share in the discovery layer — leaned heavily on long-form formats. YouTube reviews, podcast appearances, Substack newsletters, and in-depth blog content compound over twelve to twenty-four months in ways that short-form social does not.
Compliance-first creator selection. The campaigns that survived state enforcement actions and platform suspensions built compliance into the creative brief from the start. The campaigns that failed treated compliance as an after-the-fact review.
Notable cannabis PR and influencer campaigns
1. Canopy Growth — Snoop Dogg Partnership. Canopy collaborated with Snoop Dogg to promote cannabis products and brand positioning, leveraging his cultural influence to reach a broad mainstream audience.
2. Leafly — #LeaflyBuzz. Leafly used the campaign to engage users with interactive content and influencer collaborations, promoting the platform as the category's strain-and-product reference.
3. Charlotte's Web — #LiveCharlotte. Charlotte's Web promoted CBD products through wellness influencer partnerships and user-generated content, anchoring the brand inside the health and wellness category.
4. MedMen — "The New Normal" Campaign. MedMen's campaign featured influencers and celebrities discussing cannabis normalization, blending educational content with lifestyle promotion. The campaign was widely covered as a category-defining moment despite the company's later financial struggles.
5. Lola's Cannabis — #LolaLovesCannabis. Lola's engaged influencers to share personal experiences with the brand's products, focusing on quality and user satisfaction.
6. Curaleaf — #CuraleafJourney. Curaleaf — one of the largest multi-state operators — used influencers to share personal cannabis journeys, highlighting therapeutic benefits and brand experiences across state-legal medical and adult-use markets.
7. G Leaf — #GLeafMoments. G Leaf's campaign involved influencers showcasing brand experiences across relaxation and social-occasion content.
8. Kiva Confections — #KivaConfections. Kiva — one of the category's leading edibles brands — partnered with food and lifestyle influencers to promote cannabis-infused edibles, emphasizing quality, taste, and onset-time storytelling.
9. Eaze — #EazeLife. Eaze partnered with influencers to demonstrate cannabis delivery convenience and product variety.
10. Cresco Labs — #CrescoWellness. Cresco — another major MSO — partnered with wellness influencers to promote health-focused cannabis products and educational content.
11. Raw Garden — #RawGardenVibes. Raw Garden engaged cannabis enthusiasts and influencers to showcase high-quality extracts and concentrates through authentic, user-driven content.
12. The Green Solution — #TGSCommunity. Focused on community engagement, working with local influencers to highlight customer-satisfaction storytelling.
13. Beboe — #BeboeMoments. Beboe — the luxury cannabis brand acquired by Green Thumb Industries — partnered with lifestyle and luxury influencers to promote premium cannabis products, anchoring the brand inside aspirational lifestyle culture.
14. High Times — #HighTimesExperience. High Times leveraged influencers to cover cannabis events and festivals, integrating cannabis culture with mainstream media coverage.
15. Juna — #JunaJourney. Juna's campaign featured wellness influencers sharing hemp-infused tincture and product experiences inside the broader wellness category.
16. Pax — #PaxVibes. Pax collaborated with tech and lifestyle influencers to promote innovative vaporizers, anchoring the brand inside design and technology categories rather than inside the regulated cannabis category.
17. Dixie Brands — #DixieDelights. Dixie Brands used influencer partnerships to showcase cannabis-infused beverages and edibles, focusing on taste and effect storytelling.
18. Hemp Bombs — #HempBombsLife. Engaged influencers to promote CBD products and wellness benefits through personal testimonials and educational content.
19. Ellementa — #EllementaWomen. Ellementa's campaign highlighted women in the cannabis industry through influencer stories and events, focusing on empowerment and education.
20. Gold Leaf — #GoldLeafExperience. Gold Leaf partnered with influencers to share experiences with premium cannabis strains.
21. Wana Brands — #WanaWithFriends. Wana — a leading edibles brand acquired by Canopy Growth — used influencers to showcase cannabis edibles in social settings, emphasizing shared-experience storytelling.
22. Rebel Coast — #RebelCoastVibes. Rebel Coast featured influencers promoting cannabis-infused beverages in social and lifestyle environments.
23. Dosist — #DosistBalance. Dosist worked with wellness influencers to highlight dosed cannabis products focused on therapeutic balance.
24. Acreage Holdings — #AcreageAdvantage. Used industry influencers to discuss cannabis products and company values.
25. Tweed — #TweedMoments. Featured influencers sharing personal cannabis stories and product experiences.
26. Marley Natural — #MarleyNaturalVibes. Marley Natural partnered with lifestyle influencers to promote premium cannabis and accessories, leveraging the brand's Bob Marley estate connection.
27. Indiva — #IndivaMoments. Engaged influencers to showcase cannabis products with quality-focused storytelling.
28. Buzzy — #BuzzyMoments. Worked with social media influencers to highlight recreational cannabis use cases.
29. House of Saka — #HouseOfSaka. House of Saka partnered with wine and lifestyle influencers to promote cannabis-infused beverages as a sophisticated alcohol alternative.
30. Sensi Seeds — #SensiSeedsCommunity. Used influencers to share cannabis cultivation experiences and high-quality seed storytelling.
31. Tetra — #TetraExperience. Featured influencers promoting cannabis products with sustainability-focused content.
32. Cana Farms — #CanaFarmsLifestyle. Used influencer partnerships to showcase organic cannabis products and sustainable cultivation practices.
33. Green Thumb Industries — #GreenThumbAdvantage. GTI — one of the largest MSOs — highlighted innovative cannabis products through influencer collaborations and patient/consumer testimonials.
34. Kush Bottles — #KushBottlesSolutions. Engaged influencers to promote packaging solutions inside the cannabis industry B2B space.
35. Sativa — #SativaJourney. Worked with wellness and lifestyle influencers to promote cannabis product range and strain education.
36. Vireo Health — #VireoHealthExperience. Used influencers to share medical cannabis experiences and patient-care positioning.
37. Humboldt Farms — #HumboldtVibes. Highlighted premium cannabis strains through influencer partnerships rooted in California cultivation heritage.
38. Ganja Yoga — #GanjaYogaFlow. Combined cannabis and wellness through influencer partnerships promoting cannabis-integrated yoga programming.
39. Cannabiotix — #CannabiotixExperience. Used influencers to showcase luxury cannabis products and exclusivity positioning.
40. CBDistillery — #CBDistilleryWellness. Partnered with health and wellness influencers to promote CBD products.
41. Luxe Cannabis — #LuxeCannabisMoments. Engaged influencers to highlight premium cannabis products and sophisticated branding.
42. Aurora Cannabis — #AuroraExperience. Used influencer partnerships to share experiences with various cannabis products and strains across the Canadian market.
43. Green Roads — #GreenRoadsWellness. Focused on health and wellness through influencer-led CBD product promotion.
44. HempFusion — #HempFusionLife. Worked with lifestyle influencers to promote CBD product integration into daily wellness routines.
45. Cannabis Culture — #CannabisCultureCommunity. Featured influencers discussing cultural aspects of cannabis and personal experiences.
46. Pax Labs — #PaxVibes. Partnered with tech and lifestyle influencers to showcase vaporizer innovation and consumption-method storytelling.
47. CannaCraft — #CannaCraftMoments. Engaged influencers to share craft cannabis product experiences and artisanal cultivation storytelling.
48. Chronic Candy — #ChronicCandyTreats. Promoted cannabis-infused edibles through influencer partnerships focused on taste and recreational positioning.
49. Luminous Botanicals — #LuminousBotanicals. Used influencers to highlight CBD skincare and beauty positioning.
50. BLOOM — #BloomMoments. Engaged influencers to showcase cannabis products in everyday lifestyle settings with premium quality positioning.
These cannabis PR campaigns illustrate how brands leverage influencer marketing to build awareness, connect with target audiences, and enhance category credibility — across multi-state operators, CBD wellness brands, luxury and lifestyle positioning, edibles, beverages, devices, and category advocacy work.
The 2026 cannabis influencer landscape
Three shifts since most of these campaigns originally ran.
Discovery-layer thinking. Cannabis creator content increasingly drives the citations AI-powered discovery tools — ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews — use to build category answers. The brands that design creator content for indexability and long-form depth earn durable citation share. The brands that don't are invisible in the layer where a growing share of cannabis buyer research now happens.
Tighter compliance enforcement. State cannabis regulators, the FTC, and the major platforms have all increased enforcement activity over the last three years. Programs that worked in 2021–2022 under looser enforcement now require tiered compliance infrastructure to survive.
Celebrity-operator dominance. The strongest brand-building outcomes continue to come from celebrity-operator equity partnerships rather than hired celebrity endorsements. The trend is intensifying as the category matures.
FAQ
Which cannabis brand campaigns were most effective?
The brands with the most durable category outcomes leaned on celebrity-operator equity (Snoop Dogg with Casa Verde, Seth Rogen with Houseplant, Mike Tyson with Tyson 2.0), cross-vertical wellness positioning (Charlotte's Web, Beboe), and always-on creator programs (Kiva, Curaleaf, Wana). One-off awareness campaigns generated impressions but tended to produce less durable share.
How much do major cannabis brands spend on influencer marketing?
Major multi-state operators and category leaders typically run $500,000 to several million annually on creator marketing as a discrete line item. Mid-market cannabis and CBD brands often run programs in the $250,000 to $1.5 million range. Single-state and emerging brands often run programs at much lower budgets but with proportionally similar tier-mix strategy.
What platforms do cannabis influencer campaigns actually run on?
Instagram and TikTok carry the highest creator density but apply quarterly-shifting cannabis restrictions. YouTube is more durable for long-form review content. Substack, podcasts, Reddit (subject to subreddit rules), and creator-owned newsletters carry cannabis content with fewer platform-moderation risks. Cannabis-specific platforms (Leafly, Weedmaps) provide category-specific creator surfaces.
Why do most cannabis creator campaigns use non-cannabis creators?
Wellness, fitness, food, beauty, and lifestyle creators offer broader audience reach, fewer platform-moderation risks, and stronger trust signals for first-time cannabis and CBD buyers. Category-native cannabis creators carry deep authority with existing consumers but reach narrower audiences. Most successful programs use both tiers in a blended mix.
How is cannabis influencer success actually measured?
Engagement quality, branded search lift, dispensary visit and DTC conversion (where legal and trackable), share of voice within the category, content longevity, and brand visibility inside AI-powered discovery tools. Cannabis brands tracking only impressions tend to overstate program performance.
Related on Everything-PR
- Cannabis — the full vertical on Everything-PR
- How Cannabis Brands Win With Influencers in 2026: Compliance, Creators, and AI Discovery
- Cannabis Influencer Marketing: The 2026 Compliance-First Playbook
- Cannabis Marketing Beyond 4/20: The Year-Round Playbook for 2026
- Micro-Influencer Marketing
This article is for informational purposes only and is not legal advice. Cannabis marketing rules vary by state, product type, platform, and audience age. Brands should consult qualified counsel before launching any campaign program.
