GENUSEE | INTEGRATED MARKETING STRATEGY
HOW AN UNKNOWN EYEWEAR BRAND ACQUIRED NEW CUSTOMERS AND GENERATED $75,000 OF REVENUE IN LESS THAN 30 DAYS
GOAL | Raise $50K in 30 days on Kickstarter to fund the first production run of Genusee's flagship product.
CHALLENGE | Grow awareness of and affinity for an unknown eyewear brand by selling at least 500 pairs of Genusee glasses with no tangible product and a bootstrapped budget.
SOLUTION | Integrate earned, owned, paid, and experiential media and tactics to drive brand awareness, engagement, and growth with a data-driven 360-degree activation strategy and textured desgin.
Art by Haley Boyko
HOW WE DID IT | Initially the client was most concerned with how to generate awareness of and sell their product without being able to give out or send promotional pairs of glasses to media outlets, fashion influencers, or prominent journalists. In turn, I devised a 360-degree activation strategy that leveraged a mix of digital media with in-person physical "shop the look" experiential retail opportunities to build buzz while also overcoming the barriers of physical product stock. From a brand marketing perspective, I worked closely with the founder to design conscious-consumer centered brand messaging, accompanied by textured designs that represented the circular aspect of this planet-centered brand with a product made from recycled water bottles in Flint, Michigan.
Art by Haley Boyko
By leveraging a mix of below the line and above the line marketing, Genusee attracted a passionate digital community of conscious consumers and advocates, while also converting on the ground customers through co-branded events, retail pop-ups, and unique physical experiences.
In tandem with our ongoing experiential tactics, I led the team to deliver consistent thumb-stopping and thought-provoking owned and earned media content that highlighted the most important aspects of our brand narrative. Leveraging drip email campaigns and a complenmentary targeting strategy across paid channels, drove significant awareness for Genusee's unknown brand and product quickly, allowing us to reach our goals within our short but necessary timeframe. Ultimately raising just under $75K for Genusee in 30 days.
Art by Haley Boyko
EARNED MEDIA | GENUSEE
