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Cannabis is a tricky thing to grow. You see, the same soil and air conditions it needs to thrive are the same conditions that mold really, really loves. And for professional growers, mold is a major no-no. 

ProKure Solutions, a longtime leader in mold mitigation for cannabis growers, witnessed its industry rapidly expand as cannabis was increasingly legalized across the United States. But that legalization means America has different legal standards for mold mitigation: If a stateside grower buys mold mitigation products from outside the U.S., their cannabis may not pass local regulations. 

To preserve the company’s market share, grow its customer base, and increase its revenue in an ever-expanding market, stimulating more awareness and interest among cannabis professionals was paramount.  

That’s where Ideas Collide — and a collection of humankind’s wisest minds — came in handy.  

Far out, man. 

Plato. Joan of Arc. Confucius. Descartes. Cleopatra. Legendary thinkers whose wisdom has blessed humankind for centuries. Those folks may be long gone, but their enlightened maxims live on. 

If they could see our world today, what would they say? More specifically: If they grew their own cannabis (and even sat down to enjoy some with you), what advice would they offer? 

It’s impossible to predict, but that didn’t stop us from trying — because hey, cannabis professionals need all the wise words (and mold mitigation products) they can get.  

Thus the Moldy Wisdom Campaign was born.  

Through a bold, funny, unforgettable landing page and accompanying paid media strategy, Moldy Wisdom made its way into the world.  

Our creative utilized vibrant colors, fonts, and animated “talking heads” of legendarily wise historical figures. These sages spoke “moldy” versions of their most famous quotes, casting old axioms in a brand-new light — and putting a new spin on “stoner wisdom.”

ProKure also leveraged these talking totems across numerous paid media channels.

For example, we secured a daily partnership with MJBizDaily, a popular cannabis publication, to drive awareness of ProKure’s products through a mix of animated and static website banners, MJBiz newsletters, and MJBiz e-blasts. Once users engaged with content, prospective new leads were incentivized to complete the form fill on the Moldy Wisdom Campaign landing page, offering a free download of the informational white paper “The Secrets of Successful Mold Mitigation.” 

To support these tactics, we established a lower-funnel mix of prospecting and retargeting ads on LinkedIn and retargeting ads on Meta. This included a rotating mix of animated and static ads, as well as Reels and Stories. 

Moldy Wisdom paid big dividends for ProKure. (And no, we aren’t just blowing smoke.) By driving brand awareness, site traffic, and new sales leads, this campaign delivered the following: 

Campaign Highlights

• 731,872 total impressions, exceeding our goal by 239%. This overperformance was primarily driven by MJBiz, which contributed 155,261 value-added website impressions, significantly surpassing the scoped 100,000 impressions.​

• $24.59 CPM (cost per thousand impressions), well below our $60.80 target. This was largely due to Meta and LinkedIn delivering impressions more efficiently than anticipated, along with the additional value-added impressions from MJBiz.
• 25 high-quality leads through MJBiz, meeting campaign goals.
• 2,734 site visits from paid media — 113% over goal. 

Plato was right, you know: “The first and best victory is to conquer mold.”