How Rootstrap Helped Merry Jane Develop A High-End Cannabis Focused Digital Media Platform

  • clients

    MerryJane

the client

MerryJane

Founded by Snoop Dogg, Merry Jane is a cannabis-centered platform featuring editorials about the industry, notable research, education about its medical properties, and more to shine a positive light on the world of cannabis.

our objectives

our objectives

01

Build the backend and frontend of the platform

02

Develop iOS app and support Android development

03

Create a sustainable revenue model

the challenges

Rootstrap was involved with Merry Jane from the very beginning. Snoop Dogg’s vision was to create an all encompassing cannabis platform, offering an ecommerce store, dispensary discovery platform, and original content targeted at those who might not read a traditional weed blog.

This would require technical expertise to balance so many disparate parts in a professional, easy-to-use platform. Because Merry Jane’s major value add was in showing cannabis products and store locations, which would commonly be searched for on mobile, the website needed to have a strong mobile presence that would draw attention to the main platform.

    A unique issue the Merry Jane team faced was their revenue model. Because of the ambiguous regulations surrounding cannabis and the fact that Google and Bing both don’t allow cannabis ads, the Merry Jane team would have to build their advertising network from the
    ground-up.

    solutions

    Much of the team’s energy was spent on the mobile platform, which both Merry Jane and Rootstrap agreed to be the most valuable. The iOS mobile website was designed by the Rootstrap team first, then adapted to Android by an outside developer.

      Rootstrap developed a custom ecommerce platform, and both frontend and backend support for all other content on the site.

      solutions

      01

      Monetizing Merry Jane by establishing its own ad network

      To monetize the site, Rootstrap supported Merry Jane in establishing their own ad network, identifying the only cannabis-specific network in the space and building relationships there. Being able to utilize a network -versus selling ads through individual brands- streamlined their processes and brought in more revenue for them.

      02

      Merging development with content creation and strategy

      While Rootstrap was engaged primarily to develop the technology, the team also was involved in some content creation and strategizing. Rootstrap’s Uruguayan office proved to be of unique value to Merry Jane, as Uruguay was the first country to fully legalize marijuana.

      the result

      Instead of trying to aggregate articles from other websites, Merry Jane chose to produce original content. This became a huge selling point and traffic driver, especially due to the company’s celebrity tie-ins.

      Merry Jane established
      itself as an authority in the cannabis space, receiving more than 650,000 visits
      per month to the website.