Case study · Pharmaceutical cannabis · 12-month partnership · 2025
Curaleaf Laboratories × PPX
The year at a glance
- 8.1Mdigital impressions from web banner ads
- 776Kemails sent containing Curaleaf mentions
- 5.2Kmedia mentions across 2025
- 111social posts across Prohibition brand accounts
- 28.5Kcumulative organic social impressions
- 23editorial articles published on our platforms
Digital advertising, email, editorial, events and social across Business of Cannabis, Cannabis Health News and PP Insights — UK and European medical cannabis markets.
Challenge
Strengthen Curaleaf Laboratories' leadership position and expand its client base across the UK and European medical cannabis markets — inside a category where advertising is restricted and platforms algorithmically suppress the subject.
Approach
A 12-month multi-channel programme across digital advertising, email, events, editorial and social — sustained, high-quality visibility through the group's owned media network, with every message built to work within the rules.
“PPX have been an extremely influential partner in getting our message and identity out to the UK medical cannabis market. Their team always goes above and beyond.”
The year in channels
Digital advertising
- 8,073,719banner impressions across the network
- 0.26%average vCTR across all formats
- 0.42%top-performing format vCTR
Sustained, high-reach visibility despite strict regulatory and algorithmic constraints — top formats surpassed typical cannabis-category performance.
Email marketing
- 72newsletter and promotional inclusions
- 775,900emails delivered with Curaleaf content
- 40–46%open rates on the leading sends
A 23% average open rate across all 72 inclusions, with leading sends reaching 40–46% — strong interest among clinicians, operators and policymakers.
Editorial leadership
- 23high-impact articles published
- 5.2Kmedia mentions across 2025
Coverage centred on clinical leadership, product innovation, regulatory approvals, facility features and strategic partnerships — positioning Curaleaf Laboratories as a trusted authority.
Social media
- 111posts — 40 dedicated, 71 mentions
- 28,513organic impressions, ~490 link clicks
- 5.1%LinkedIn engagement rate
Sector-leading LinkedIn performance amplifying B2B visibility and credibility; ~490 link clicks against a 100–300 category norm.
Category benchmark 2–4% engagement — delivered 4.3% overall
Selected coverage
- Feb 2025Business of CannabisCuraleaf CEO Boris Jordan announced as keynote speaker for Berlin International B2B Day
- Mar 2025Business of CannabisInside the UK's largest medical cannabis facility: how Curaleaf Laboratories is transforming patient access
- May 2025Business of CannabisCuraleaf International secures approval for EU's first handheld liquid inhalation device
- Jul 2025Business of CannabisWhy Curaleaf Laboratories believes the UK medical cannabis market is still just getting started
- Sep 2025Business of CannabisCuraleaf launches UK's first CE-certified liquid medical cannabis inhaler
- Sep 2025Business of CannabisCuraleaf partners with Medical Cannabis Clinicians Society to strengthen UK prescriber education
- Oct 2025Cannabis Health NewsCuraleaf Laboratories announced as headline sponsor of Cannabis Health Symposium
- Nov 2025Business of CannabisCuraleaf Laboratories enters strategic partnership with ANTG to manufacture and distribute in the UK
In 2026 the focus moves to content-led thought leadership and stronger amplification of expert commentary — so Curaleaf Laboratories continues to lead the medical cannabis conversation, rather than just contribute to it.