How social media and packaging for Genico® Gonesh transformed perceptions to capture a youthful market.
For almost a century, Genieco has stood as a prominent producer of premium incense items. Renowned among its devoted clientele, the GONESH® line is synonymous with the finest incense available. Genieco embarked on a mission to expand its customer reach and bolster sales for its GONESH® incense in untapped markets within the United States. The objective revolved around propelling incense into the mainstream and encouraging its widespread adoption among diverse consumer segments. Central to this endeavor were the hurdles of dispelling the customary stigmas linked with incense utilization and effectively engaging a broader spectrum of consumers.
Achieving an expansion in consumer base would subsequently result in heightened distribution across prominent retailers throughout the United States. Additionally, enhancing the brand’s online visibility held significance, as it would establish a broader audience foundation for future marketing endeavors.
Social Media Campaign
The objective was to popularize incense and elevate retail sales, achieved through a social media initiative strategically crafted to engage and expand Gonesh’s dedicated supporters. This campaign centered around portraying serene moments and promoting well-being. Remarkably, within a mere three months, the campaign effectively doubled GONESH’s Facebook supporters and managed to more than triple its social media following in just nine months. Presently, these figures sustain their upward trajectory, paralleling the expansion of the brand’s nationwide sales.
Sparkz Sticks
In fact, the demographic research and success of the online campaign has led to the development of an entirely new brand for Genieco. Recognizing opportunity in expanding to a Millennial marketplace, this resulted in creating Sparkz Sticks, a lifestyle brand that spoke to various targets with specific messaging. Along with creating the new brand name, a logo and packaging was designed.
