In the fall of 2020, Jay-Z partnered with Nike Communications to announce the news of his first luxury cannabis product line, MONOGRAM. We developed a two-pronged media and influencer approach to introduce the brand which resulted in over 3 billion media impressions and more than 118 million influencer impressions.


After breaking the first wave of news in October 2020 with feature coverage and product announcements, our team provided select media and influencers with a sampling of the products before their debut, ensuring that there would be a steady stream of press and social media coverage timed to the first product drop in December 2020.   

Each piece of pre-seeded coverage was successful in driving consumers to the brand’s social channels and website where consumers could purchase the product.