GO2
Highlights
Social media Impressions +277% year on year
Social media engagement +145% year on year
TikTok launched
Services
Social Media
Graphic Design
Photography
The Brief
Go2 is a range of aromatherapy inhaler sticks available in leading retailers such as Superdrug, Holland & Barrett, and on Amazon. The product line includes inhalers designed to support various needs, including boosting energy, promoting sleep, enhancing focus, and encouraging calm.
Go2 approached us on a retained basis for ongoing social media management, photography, and design services. Having previously managed their social media internally, the brand was eager to expand its reach and connect with new audiences through a more strategic and professional approach.
Look and Feel
The original branding of Go2 leaned towards a more masculine aesthetic, with a dominant use of the colour red. This posed a challenge, as red was not only the primary colour for their energy product but was also used for overarching brand representation. This created a somewhat disconnected look across the range.
Our goal was to modernise the visual identity while respecting the existing brand guidelines. As a product redesign was not on the horizon, it was important that any digital updates we introduced would seamlessly align with the current packaging and overall brand presence.
To achieve this, we incorporated a new gradient background into the digital design, which could be used across all top-level brand assets. We carefully revised the colour palette, ensuring the tones were more complementary across the product range. Additionally, we introduced a set of versatile icons for use throughout marketing materials, adding consistency and visual interest.
Another key area for improvement was the typography. Previously, the brand had no specified font hierarchy. We selected a series of fonts for headings (H1, H2) and body text, along with examples of how and where each should be used to ensure clarity and cohesion.
The client was provided with a comprehensive branding pack, enabling them to apply the refreshed design across all aspects of their marketing. The result? A more harmonious and lifestyle-oriented aesthetic that feels approachable, while moving away from the sporty and masculine tone of the previous design.
Social Media Strategy
We began our work with a thorough competitor analysis and a full social media audit of Go2’s existing channels. Our findings revealed several areas for improvement, such as the lack of short-form video content, the absence of trending audio, poor hashtag usage, and an over-reliance on direct product promotion. The brand’s social presence felt somewhat faceless and corporate, at odds with the current trend towards authenticity and human connection.
Based on our research, we established a series of content pillars, each with distinct objectives. This strategy was presented in an onboarding session, where we discussed and agreed upon the campaign goals, content calendar, target audience, tone of voice, and the overall approach to content creation.
We now post seven times a week, complemented by daily stories and regular engagement to optimise performance within social media algorithms.
Notably, we identified a significant opportunity on TikTok—a platform growing rapidly and well-suited for ‘problem-solving’ content, which is particularly relevant for Go2’s product offering. With more people using social media as a search engine, it was crucial to establish a presence on this channel to tap into its vast potential.
In addition to organic growth efforts, we are also rolling out an influencer gifting strategy. This initiative aims to generate user-generated content (UGC) style assets, increasing brand visibility and driving engagement with new audiences. We are excited to see how this approach will perform in the coming months.
Although we are just two months into our partnership with Go2, the early results have been highly promising. The brand has seen a 277% increase in social media impressions year-on-year, while social media engagement has risen by 145% year-on-year.
Photography
Using our in-house studio, we have produced a range of bespoke lifestyle photography, creating a bank of fresh image assets for use across Go2’s social media channels and other marketing activities. These images play a key role in presenting the brand in a more approachable, everyday context, appealing to a broader audience.
