CASE STUDY: Weed Firm

Calm, Cool, and Downloaded: Weed Firm’s 4/20 Takeover

110,000+ Views

CASE STUDY: Weed Firm

Calm, Cool, and Downloaded: Weed Firm’s 4/20 Takeover

110,000+ Views

5 Creators

10M+ Combined Following

110,000+ Views

April 2023

10M+ Combined Following

110,000+ Views

April 2023

5 Creators

The Challenge

With 4/20 fast approaching, Weed Firm wanted to make a splash on TikTok and reintroduce their legendary app to a new generation of players. The goal? Reignite downloads, build buzz organically, and make Weed Firm the go-to chillout game, without running afoul of platform guidelines or losing its edge. With no paid media, the app relied on creators to convey the message with humour, authenticity, and just the right amount of irreverence.

The Solution

We curated a tight group of 5 bold US-based TikTok creators, known for their offbeat humour and cult-like engagement. Each creator received tailored storyboards and scripting support to deliver comedic, in-feed native content that dramatised the concept of "calm down culture" in the most shareable way possible.

Creators like @brydellcocky, @quaintestcraig, and @ashleybluedefxo leaned into tropes around 4/20, procrastination, and boredom, making Weed Firm the punchline and the solution. They used trending sounds, visual hooks, and self-aware skits to build curiosity and encourage downloads. We also worked closely with creators to ensure compliance, avoiding explicit weed references while maintaining content on-brand and humorous.

This campaign didn’t rely on flashy effects or aggressive CTAs. Instead, the creative leaned into anti-ads: vibey, relatable, lo-fi content that felt more like a recommendation from a friend than a hard sell.

The Results

The campaign generated over 110,000+ organic views across five creator videos, entirely without paid amplification, proving that the right voices can drive buzz, even in a crowded TikTok space. Each creator brought a unique spin to the brief, sparking engagement through humour, relatability, and well-timed cultural references tied to 4/20.

@justinsske stood out as a breakout performer, delivering 83K+ views on a single post with high retention and strong viewer sentiment. Comments reflected a mix of nostalgia, intrigue, and intent to download, precisely the kind of audience feedback Weed Firm was aiming for.

More importantly, the campaign reestablished Weed Firm as a top-of-mind mobile game during a key cultural moment. It tapped into a Gen Z and Millennial audience by positioning the app not just as entertainment, but as a mood, the perfect game to decompress, vibe out, and share with friends.

By leaning into creator-first storytelling and skipping the heavy-handed sales push, the campaign sparked a new wave of interest and downloads, refreshing Weed Firm’s legacy while keeping it current and cool.