Case study: Wickalicious Candle

Wickalicious, a startup candle company, partnered with us from the ground up, we developed their full branding and go-to-market strategy to successfully launch the business.

Who was the target audience?

From the start, I created a clear target audience profile. Since Wickalicious was founded by college students, the goal was to appeal to women ages 18–23 who valued time with friends and wanted to create a warm, inviting atmosphere in their apartments. Wickalicious positioned itself as the brand that helped them set the perfect ambiance for those moments.

Product/ Value proposition

Wickalious was created to help college students make their apartments feel more like home. Candles became the perfect solution, offering warmth, comfort, and an inviting atmosphere for shared moments.

collect data

Before going to market, we conducted on-campus research to validate the idea. We asked students whether they were interested in candles, which scents they preferred, and how much they were willing to pay. This research allowed us to refine the product offering and align it directly with our target audience’s needs.

Market competition

We conducted a competitor analysis to identify which candle companies had the strongest presence with our target market. From this data, we analyzed what competitors were doing well and pinpointed areas where Wickalicious could gain a competitive advantage.

Strengths (Competitors):

  • Established brand recognition on social media.

  • Wide variety of scents with seasonal rotations.

  • Premium packaging that felt high-end.

Weaknesses (Competitors):

  • Higher price points are less affordable for college students.

  • Marketing that didn’t directly resonate with younger audiences.

  • Limited personalization or student-centered branding.

Opportunities (Wickalicious):

  • Position candles as an affordable luxury for college students.

  • Create messaging around community, comfort, and “making an apartment feel like home.”

  • Introduce college-inspired scents and seasonal drops that fit campus life.

Threats (Market):

  • Large companies with stronger budgets for advertising and distribution.

  • Fast-moving home décor trends that shift customer preferences.

  • Potential saturation of candle brands in the lifestyle space.

Marketing campaigns & Sales

We built Wickalicious marketing from the ground up, developing digital campaigns that included paid ads, which we actively tracked and optimized for performance. To drive early sales, we launched a special promotion offering discounts on first purchases. We also created a three-page strategy outlining how to incorporate holiday marketing into the business, ensuring consistent seasonal engagement.

Results Summary:

  • Grew social media presence to 200+ followers in the first month.

  • Increased net profit from $0 to $1,000+ within the first month of launch.

  • Successfully built brand awareness across campus, establishing Wickilious as a go-to student lifestyle brand.

  • Polished and perfected a scalable marketing strategy that was implemented in the following months to drive continued growth.