Overview
XShack is a premium cannabis eCommerce app designed for the high-society smoker — those who see cannabis as part of a functional, elevated lifestyle. As part of founding team our goal was to create a digital identity that reflected sophistication, trust, and modern culture.
Challenge
When we first started, XShack was facing a real uphill battle. The team had gone through multiple banned Meta accounts, struggled to stay compliant, and couldn't gain traction. The biggest challenge was creating visibility and community in an industry where every move online has to be strategic, authentic, and compliant.
Service
Brand Identity Development - Defined the brand's identity and market direction — crafting a premium "high-society" persona that differentiated XShack.
Social Media Management - Content strategy, planning, production, and publishing. Led full-scale execution across Instagram and TikTok.
Influencer Partnership Development - Identified and vetted aligned creators and peer brands to drive authentic collaborations, organic reach, and credible brand advocacy.
Approach
Strategic Content Planning & Execution
Developed an intentional content roadmap built around compliance, audience insights, and market trends.
Brand Voice & Identity Development
Defined XShack's tone and visuals to align with the 'high-society' smoker persona.
Series-Based Storytelling
Created recurring content themes (dispensary highlights, culture talk) to build trust and repeat engagement.
Community Activation
Turned followers into contributors through comments, shares, and reposts.
Collaborative Growth Loops
Partnered with 18 peer brands to cross-promote and grow awareness organically.
Analytics-Driven Optimization
Monitored engagement rates and content performance to continuously refine strategy.
Results
Through a balance of compliance, creativity, and strategy, XShack transformed from a blocked, inconsistent presence into a recognizable high-society cannabis brand with a growing, engaged community.