iKrusher: Building Canadian Market Authority Through Strategic Cannabis PR
The Challenge
Global vape technology company iKrusher wanted to strengthen its position in the Canadian cannabis market and build greater awareness among brands, retailers and industry decision-makers.
The opportunity was bigger than simply announcing its Canadian presence. iKrusher needed to communicate the depth of its manufacturing expertise, local inventory and fulfillment capabilities, while establishing its team as credible voices on the issues shaping the vape category.
Marigold PR developed an integrated cannabis PR campaign designed to turn iKrusher’s expertise into earned media, thought leadership and industry visibility.
The Strategy
Marigold identified a timely opportunity around growing industry conversations about vape hardware reliability, operational consistency and supply chain strategy. We positioned iKrusher within those conversations while reinforcing the company’s expanding Canadian presence and experience working with more than 1,500 cannabis brands.
The campaign combined:
Targeted media relations and customized pitching
A syndicated press release
Executive interviews and thought leadership
Contributed articles and educational content
Tether content and amplification to Canadian cannabis retailers and brands
Social and e-news amplification
Rather than relying on a single announcement, the strategy created multiple opportunities for iKrusher’s expertise and key messages to reach the industry.
The Results
The campaign delivered 99,731 in total audience reach, significantly exceeding the original 28,000+ target.
Campaign highlights included:
4 earned media placements, meeting the campaign KPI
1 media interview, supported by additional contributed content
99K+ total audience reach
27,395 reach from earned media
72,336 reach through social and e-news amplification
100% positive or neutral media sentiment
Beyond Media Coverage
The campaign created something equally important: a library of credible, evergreen content that iKrusher can continue using across its website, social channels, sales materials and customer conversations.
Tether extended that value by bringing educational content directly to its audience of Canadian cannabis retailers and brand professionals, providing additional third-party amplification and industry credibility.
The result was more than a short-term PR push. Marigold helped establish a clearer Canadian narrative for iKrusher and built a communications foundation that can support future product launches, operational milestones and continued growth in the Canadian cannabis market.
The Takeaway
Strategic cannabis PR can do more than generate coverage.
By combining earned media, thought leadership, industry content and targeted amplification, Marigold PR helped iKrusher turn technical expertise into third-party credibility — reaching nearly 100,000 industry audiences while strengthening its position in the Canadian cannabis market.