Gorgia
I joined a brand everyone knew but nobody talked about. Four years later, it was a cultural conversation — ₾200M to ₾350M in revenue, 500% more engagement, and a campaign that reached an entire country of 3.7 million people.
The short version: I found the story. Then I told it relentlessly. Hit expand for the full case study — the brand voice, the viral moment, the numbers, and the four-year arc.
Before any numbers — this is what Gorgia sounded like under my watch. No budget behind these. Just brand voice doing the work.
When I joined Gorgia in 2021, the brand had a presence but not a voice. It existed in the market the way background music exists in a restaurant — technically there, but nobody was humming along.
The challenge wasn't awareness. People knew the name. The challenge was relevance. I was hired to change that — not with a bigger ad budget, with a better story.
Creative storytelling as strategy. I didn't add storytelling to the marketing mix. I made it the marketing mix. Every piece of content had a narrative arc.
Content that earned attention. 88.8% organic. We made content so good the algorithm worked for us.
One voice, many channels. Social, in-store, digital, PR — the brand sounded like the same person everywhere.
November 2023. Balenciaga released a towel skirt for $925. I saw it and thought: Gorgia sells towels for ₾10.
So we put them side by side — the $925 designer version next to ours at ₾10.11 — and let the absurdity speak for itself. Any brand can make a meme. Only a brand with a real personality can make one that feels authentic — and becomes the opening shot of a record-breaking campaign.
The campaign's total numbers tell the story, but each one means something. People didn't scroll past — they watched. 4.3 million minutes of video is over eight years of human attention paid to a hardware brand.
Anyone can rack up views. The real test is whether marketing moves a human body from a couch to a checkout line. So we counted bodies.
That foot traffic turned into 50% sales growth over the previous year's campaign. That's the difference between marketing that entertains and marketing that sells.
This campaign was the peak — but it was built on four years of consistent transformation. I didn't inherit a broken brand. I inherited a quiet one. The work was to give it a voice worth listening to.
When you find the real story inside a brand and tell it with craft, the numbers take care of themselves.
