![]() Beyond the business aspect, it has also morphed into a social club, with conversations around lifestyle topics including wellness, recipes and home decor, and recommendations for restaurants and natural wine. ![]() In the group, Golde shares campaign instructions, while influencers share their content ideas and posts with one another for inspiration. It’s definitely our main priority whenever we’re thinking about anything, like new products or what the most important aspect of the brand is.” “Slack, to me, just feels more work-focused, and Geneva feels like it fosters more of a community,” said Brooks. She said that if Geneva did not exist, Slack would be the next choice, but Geneva offers additional functions including group video hangouts and an events calendar. “I was looking for somewhere for them to be able to connect with each other that was beyond commenting on each other’s photos on Instagram or email chains,” said Maitreya Brooks, Golde’s head of partnerships and community. Golde, meanwhile, has been using Geneva for its #ClubGolde ambassador program for more than half a year. ![]() They get to test our first samples from the lab, and they get to provide feedback on it, iterate on this formula, and be part of it from ideation to sampling to launch.” The members of Ceremonia’s insider group “ are all part of our product development,” said Rivera. Prior to its official launch in May 2021, Geneva in beta was being used by wellness brand Golde and e-tailer Geenie. Eventually, she came across Slack-like messaging startup Geneva, where she interacts on a weekly basis with a group of 193 members. “It started on WhatsApp, and then we quickly realized that there were a lot of limitations with WhatsApp,” namely around group size, said Rivera. When the pandemic hit, the search was on for an effective way for the group to go virtual. When hair-care brand Ceremonia founder Babba Rivera was planning her brand launch pre-pandemic, she organized an “insider community” of influencers who would meet for lunch to give feedback and ideas on products.
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