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Mi Casa El Pasa Social Media Development

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Client overview

Mi Casa El Pasa is a South African cannabis lifestyle lounge and retail brand with a physical store located in Meyersdal, Boksburg, Oakdene, Edenvale and Vandebijl Park. When they partnered with The Disrupt Agency, Mi Casa was a newly established brand with no digital presence. Their goal was to translate their in-store culture – built on community, relaxation and lifestyle – into an online experience that could grow their audience and drive foot traffic.

We developed a vibrant and authentic social media identity for Mi Casa across Facebook and Instagram, blending cannabis culture with lifestyle-driven storytelling. The focus was on building trust, awareness and a strong sense of community while navigating the highly regulated nature of the cannabis industry.

The challenge

Operating in the cannabis industry presents unique marketing challenges. Platforms like Facebook and Instagram have strict restrictions that limit ad placements, audience targeting and even organic post visibility when referencing cannabis-related products.

When we started, Mi Casa faced:

The goal was to grow their brand authentically and organically, without relying on paid media – building credibility through education, consistency and community interaction.

Our strategy

Our strategy focused on establishing Mi Casa El Pasa as the go-to local hub for cannabis culture and lifestyle.

  • Developed a distinct social media identity rooted in relaxation, lifestyle and authenticity.
  • Created educational and community-focused content to normalise and inform audiences about responsible cannabis culture.
  • Implemented a strict compliance content plan, avoiding restricted keywords and using creative storytelling to communicate messages safely.
  • Introduced monthly social themes and event-driven campaigns such as FIFA tournaments, raffles and 420 celebrations to drive engagement and in-store visits.
  • Maintained an organic posting schedule, leveraging hashtags, reels and visual storytelling to maximise reach within platform limitations.

What we did

Since onboarding Mi Casa El Pasa, The Disrupt Agency has played a key role in building and maintaining their growing digital presence.

  • Established their Facebook and Instagram pages with a cohesive look and brand voice.
  • Created hundreds of original content pieces, including photography, videography and motion graphics.
  • Planned and executed community engagement events and campaigns, such as “Tag Your Chill Partner,” in-store raffles and interactive challenges.
  • Introduced monthly insights and analytics tracking to monitor post-performance and adjust creative direction.
  • Delivered a balance of entertainment, education and lifestyle storytelling, allowing the brand to grow within the strict boundaries of Meta’s advertising rules.

Through creativity and consistency, Mi Casa El Pasa has evolved into a recognisable and trusted community brand – one that thrives both online and offline.

Results

Mi Casa El Pasa continues to show consistent growth across Facebook and Instagram. Regular posting, branch-specific campaigns and community-focused storytelling have increased brand visibility and strengthened engagement across all locations.

Despite strict cannabis advertising restrictions, performance remains strong – with steady organic reach and follower growth supported by strategic paid amplification where possible.

0 %

increase in overall reach across both platforms over the latest three-month period.

Project Name

Mi Casa El Pasa Social Media Development

Category

Social Media Management

Client

Mi Casa El Pasa

Status

Ongoing

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