EDUTAINMENT ONEONONE™

The pandemic left people stressed and seeking new ways to unwind.

LA-based cannabis brand, HiVi, was created for Millennial and Gen Z women seeking a more intentional, mindful, and informed approach to cannabis.

To support that mission, Huxly designed an interactive edutainment OneOnOne™ in Instagram DMs that helped people explore cannabis as a tool for wellness and pleasure, while seamlessly delivering the right products to the right people at the right time.

The Context

The Challenge:

Too much information, not enough guidance →
People were curious about cannabis but didn’t know where to start or what products to try.

Traditional content felt overwhelming →
Blogs, product pages, and social media posts weren’t translating into action.

Privacy & Stigma →
People needed a private, judgment-free way to explore, ask questions, and find the right products.

Curiosity Was High, but Action Wasn’t

The Solution:

How We Turned DMs into a Discovery Engine

What if learning about products that were right for you felt as natural as texting a friend—and as fun as flipping through Cosmo?

We created an edutainment OneOnOne™ on Instagram DMs, designed to explore cannabis and pleasure in a way that was:

✔️ Personalized to each user’s comfort level and experience

✔️ More like a conversation with a friend than marketing content

✔️ A blend of humor, science, and storytelling

✔️ Complete with personalized product recommendations to help users find what actually works for them

The Results

  
        Metrics
        Why It Matters
      
        6-minute average time spent in DMs
        High engagement that far outperformed typical content scroll time
      
        92% response rate to questions
        Users didn’t just read—they actively participated
      
        36% click-through rate on personalized product recommendations
        Users explored products tailored to them
      
        10% bounce rate
        Once inside the experience, they stayed—and kept engaging

Turning Overwhelm into Engagement

STRATEGY → Leveraged Huxly’s proprietary conversational tech to design flexible user flows that combined education, storytelling, and product discovery—tailored to each user’s experience level.

CONVERSATIONAL DESIGN → Designed the conversations to feel intuitive and engaging.

COPYWRITING & VOICE → Crafted all dialogue to feel true to the brand’s tone.

CONTENT PARTNERSHIPS → Collaborated with specialists to showcase science-backed insights and develop a custom meditation.

BRANDING & VISUAL IDENTITY → Designed an aesthetic that was modern, inviting, and playful.

MARKETING & SOCIAL STRATEGY → Developed the organic Instagram DM rollout.

PERSONALIZED PRODUCT RECOMMENDATIONS → Integrated shoppable product recommendations based on user responses.

Blend Education + Entertainment + Shoppable Moments

What We Did:

DM-First interaction → Private, personalized, and judgment-free.

Choose-your-own-adventure format → A fully adaptive journey that responded in real time to each user’s knowledge and interests. Whether they were new to cannabis or already exploring, users could move at their own pace and dive deeper where it mattered most.

Science-backed insights → Destigmatized cannabis with expert input from Dr. Chin, a medical doctor featured in the experience.

Multi-sensory content → Included a guided meditation by Keyz—R.N., doula, and CEO of The Indi Women’s Club—paired with curated pleasure tips and product recommendations for a full-body learning experience.

Pop culture & humor → References to Clueless, Lizzo, and 90s nostalgia made cannabis feel approachable, not intimidating.

Custom product recommendations → Matched users with products tailored to their needs and preferences.