Gorgia
From silence to the loudest brand in the room.
From 2021, over a four-year period, the brand's transformation in the retail market increased company revenue from approximately ₾200 million to ₾350 million. Engagement in digital channels grew by 500%, and a massive campaign reached an entire country of 3.7 million people. Below is one featured campaign - Black Friday 2023 where 88.8% of the results were entirely organic, highlighting the team's precise strategic planning.
In short, we found the story, took risks, and then we told it relentlessly.
Chapter 1 - Initial Setup (2021)
When I joined the company, the main challenge was not brand awareness, but rather a weak emotional connection with the audience and an accumulation of negative feedback across social media networks.
It became necessary to establish a completely new standard of dialogue with the audience.
Chapter 2 - Strategic Approach
Creative storytelling took center stage in the marketing strategy. Every piece of content was structured around a specific scenario, character, and emotion. This approach led social media algorithms to natively boost our content because users were genuinely interacting with it.
Consequently, the brand earned a unified, solid identity across all channels.
Social, in-store, digital campaigns, PR - the brand sounded like the same person everywhere. That consistency is what turns a marketing department into a brand identity.
Chapter 3 - The Viral Launch
In November 2023, just before the Black Friday campaign launched, we responded to Balenciaga's high-priced towel skirt by highlighting an affordable towel in Gorgia's inventory through a humorous contrast.
The execution resulted in 21,000 reactions, 1,200 comments, and 1,400 shares. This was a fast, culturally sensitive response that set the foundation for record-breaking Black Friday metrics.
Chapter 4 - Total Campaign Results
The activities captured maximum audience attention, resulting in the following metrics:
4.3 million minutes of video viewed and 7.2 million total views, with 1.1 million users watching the videos completely to the end. One-minute views increased by an exceptional 2,596%.
This is the number I am proudest of: 88.8% of all this reach was entirely organic (recommendations brought 42.8%, followers another 42.7%, and shares 3.3%). Only 11.2% came from paid media spend, which indicates the successful construction of a loyal audience base.
Our Facebook page received 2,256,845 visits, a 322.8% increase, while Instagram profile visits grew by 316.8%.
During the campaign, 21,764 new messaging conversations were initiated, pointing directly to purchase intent. Total engagement reached 4,847,874 interactions, reflecting active audience participation across the country.
Chapter 5 - From Screens to Stores
One of the core metrics of marketing is converting digital activity into physical foot traffic.
Black Friday 2023 - Campaign visual and in-store foot traffic across Gorgia hypermarkets
During the campaign window, 728,122 consumers visited the hypermarket chain nationwide. This increase in physical traffic generated a 50% sales growth compared to the previous year's campaign.
Building the brand's voice.
Relevant humour and real everyday life became the primary tools of communication, establishing a direct connection with the audience.
A simple Valentine's Day post. Built with zero media budget, it generated 5,500 reactions, 567 comments, and 92 shares. The reason was clear: the brand chose a human voice over a formal press release tone. We applied the same approach to trending topics to reinforce one of the brand's strategic goals, emphasizing price affordability: 2,400 reactions and 330 comments. This is the result when a brand becomes part of the consumer's daily life, a character built consistently over several years.
Chapter 6 - Summary
These results marked the peak of a four-year strategic effort.
Increasing the company's revenue from ₾200 million to ₾350 million, alongside a 500% engagement increase and a 1000% organic reach growth, proves that a correct brand transformation directly impacts a business's financial performance.