Built on Trust, Styled for Today: Gento’s Social Shift

Background

Gento Arabia has been a trusted household name in Saudi Arabia for years, known for its wide range of home and personal care products that deliver quality, safety, and reliability. As a brand that’s been present in family homes for generations, Gento’s reputation was never in question. But as the digital landscape evolved, so did the way people connect with brands.

While its presence on social media reflected the brand’s product strength and consistency, there was an opportunity to bring that same familiarity and warmth into its digital storytelling with more life, more connection, and more moments that resonate with today’s audiences.

The Brief

As Hashtag, the agency leading Gento’s social presence, our mission was clear:

 Make the Gento Arabia accounts as dynamic, trusted, and human as the brand itself.

We were asked to:

• Evolve the content to match current platform trends

• Increase engagement and emotional connection

• Launch new products in more impactful ways

• Modernize the brand’s feed without losing its heritage

   

The key question we asked internally was:
“How can a cleaning product feel more human, more visual, and more in tune with daily life?”

The Answer

We repositioned the account creatively, not with a rebrand, but a re-expression. The strategy was to move Gento from a product-focused page to a content-first, lifestyle-aware presence:

1. Reels that reflect real routines

We made short-form video the heart of the content strategy not just for showing products, but for telling warm, relatable stories that reflect everyday life:

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2. AI as a storytelling tool

We used AI-generated visuals thoughtfully not as a trend, but as a creative tool to highlight product benefits and bring abstract ideas to life in eye-catching ways:

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3. Photography that lives in the home

We moved away from sterile product cutouts and leaned into lifestyle photography:

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The Results

The transformation was not just visual, it reshaped the account’s performance and perception.

• 40M+ impressions across platforms

• 27M+ views on videos

• 37K+ social engagements from the community

Gento Arabia’s social platforms now feel alive, a natural extension of a brand already rooted in homes across the country.

At Hashtag, this is what we do best: creating human, visual, and platform-native content that makes trusted brands feel even closer to the people who use them.

Because in the end, Gento isn’t just about cleaning.

It’s part of everyday care.