Targeted New Product Launches

Alpine IQ | Native App | Paid Media

Goal: Launch new products by targeting media-engaged consumers within the same product category. The strategy included competitor benchmarking, audience segmentation, and the rollout of an omnichannel campaign, including compliant paid media through compliant channels, to drive discovery, trial, and sustained interest.

Competitive Analysis & Audience Targeting

Conducted a competitive product analysis comparing formulation, price point, brand positioning, and reviews. Mapped customer segments most actively engaging with similar third-party products using purchase history and CRM behavioral data. Identified target clusters within our loyalty and CRM systems for direct outreach and paid lookalike audience creation.

This endeavor included the Marketing team, Operations, Sales, and Retail Purchasing. Each department has curtial imput towards the conversation and was able to produce important information regarding market operations and current consumer trends.

Once operations and retail purchasing identified an area lacking competative product or sales, marketing conducted competitor research. The team began the process of procurement and brand coordination.

Most product launches during my time at Giving Tree included private-labeled homebrand products in order to provide a lower cost to the consumer and increase overall revenue in the Giving Tree SKU share. 

When a 3rd party product was brought on, it was due to its overwhelming impact on databases like BDSA.
Giving Tree prided itself on a CURATED selection of high-quality products and would consistently pass on new brands that "had the hype" but were not consistent with the Giving Tree mission that we so tirelessly marketed towards our guests.

Omnichannel Campaign Launch

Once the product was prepared to launch and packaging was created, marketing began spinning assets for the homebrand SKU. 

Launched an integrated marketing campaign across email, SMS, app push, in-store signage, and social content. Messaging emphasized key differentiators vs. competitors—such as strength, terpene profile, price, or experience—and included timed offers for early adopters. In-store staff were briefed to reinforce talking points and collect feedback.

Paid Media Activation Through Legal Channels
 

Activated compliant paid media campaigns through whitelisted platforms and cannabis-friendly networks (e.g., Weedmaps, programmatic DSPs, or geo-targeted mobile ads). Targeted high-intent audiences based on geography, device ID, and purchase behavior to reinforce awareness and drive trial.

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