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 | The most advantageous way for Genusee to approach the market was with a blended brand and growth marketing strategy. This included a coordinated paid and earned media effort, a double-pronged approach to blitzing the market. The first step was to raise brand awareness with organic content campaigns across social media, UGC, content collaborations, and broadcast media. Then, when brand awareness performance would begin to peak, we would deploy targeted conversion campaigns across paid media channels.
 
 Our brand messaging and content focused on building trust, generating momentum, and proving value (beyond the product) to the digitally empowered GenZ and environmentally conscious consumers.

  HOW WE DID IT | When the client initially came to us they were 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, we devised a strategy that leveraged change centered content, social media community engagement, paid media, and strategic press placement to capture an audience that included some of the most influential, conscious, and technologically connected consumers passionate about making change in their communities.
  

By leveraging unique grass roots tactics to develop community and convert advocates on the ground in our hub cities—Flint and NYC—. In juxtaposition with our ongoing on-the-ground tactics, Millennovation's team consistently produced thought-provoking social media content that garnered the right attention from the influential allies, adovocates, customers, and audiences we sought to reach. This combined with drip email marketing campaigns and advanced digital targeting across Facebook and Instagram, enabled our team to garner awareness for Genusee's unknown brand and product, inspire community, and convert 829 individuals into Kickstarter campaign backers. Ultimately raising just under $75K for Genusee in 30 days.
  