Since its founding, Fabelab has stayed remarkably true to the ethos of its founder, a Viennese transplant and architect by trade, who believes that the toys children play with should encourage them to explore the limits of their imaginations.
As the young brand’s first brand and communications hire, I saw an exciting opportunity to shape Fabelab’s online presence and build out a strategy that played to its strengths. I made Instagram and email marketing my main focus.
Starting with Instagram, I built an influencer and user-generated content strategy that harnessed the community that had already begun to form organically around the brand. Through collaborations with key influencers, press, and other brands (including LEGO), as well as strategic contests, I organically grew the Instagram following by just under 40% in 12 months. This uptick in new followers allowed us to collect more email subscribers, and this is when I started creating new newsletter flows.
I knew that the brand’s approach to sustainability as well as its reverence for a minimalist Scandinavian aesthetic were two of its biggest draws, so I began to develop and unify Fabelab’s messaging, highlighting its sustainable practices, while grounding it firmly in the Danish design tradition.
Find a selection of my writing below. If you’d like to hear more about my approach to building out a brand strategy for Fabelab, let’s talk.
In this product description, I create an emotional connection between the reader and the product, stirring up memories from the reader's own childhood and youth. These fond memories are something they will want to recreate for their own kids. The play mat is the key to unlocking this.
I wrote this product description to draw the reader into a cosy world where these sheets are the key to good quality sleep and great bedtimes for the whole family.
Each Fabelab toy is designed to encourage as much imagination as possible, so I built a little backstory around each creature to serve as a jumping-off point for kids and their parents. I wanted them to feel like they were welcoming home an old friend when their order arrived in the mail.
