Fable Candles

Created with love in the heart of the United Kingdom, Fable Candles is a small business producing and selling 100% soy wax candles through their Etsy Shop. The founders dedicated all their time into finding the perfect recipe that comes in the right amount and packages and created their own label designs. Everything from production to distribution and product placement was handled in house by the two co-founders. Coping with the high demand became fairly challenging and they could not allocate time to promote their business on other channels. Brief: Establish an online presence that would promote the Fable Candles brand outside the Esty shop. Explore potential opportunities to showcase what the brand is all about and consequently create a community that support the growth of the business through sales, genuine engagement and recommendations. Goals: - Find the best platforms to showcase the Fable Candle brand. - Drive traffic to the Fable Candles Etsy shop. - Increase sales and obtain a five stars average item review. Delivery: The campaign ran for a period of three months focusing on (but not limited) to national demographics (United Kingdom), with women aged between 18-44 years old as targeted audience. Tactics: - Conducted a digital marketing audit to list and examine the overall online presence of Fable Candles. This included content, social media, emails, website and blog. - Researched and prepared a competitors analysis to determine the strengths, weaknesses and best practices within the market. The document included 17 different companies, both national and international from small businesses to market leaders and looked into the strategies used to obtain their objectives. - Discussed the findings with the two founders and put together a digital customised marketing plan for Facebook and Instagram in accordance as per the brand requirements. - Optimised and managed each platform in accordance with the brand, put together product photo shoots and came up with a content calendar. This included three daily posts on Instagram and two daily posts on Facebook fully reflecting the entrepreneurial, caring and customer oriented voice of the brand. Results: The digital marketing campaign covered a three month period, purely focusing on organic growth due to the lack of marketing budget. The execution of the digital marketing plan brought a total of 370 on Instagram, 587 likes on Facebook. During the marketing campaign, Fable Candles sold an additional 400 items and reached the five-star average item review targeted.

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Antonia Hruscovschi
Digital Marketing Manager - Marketing Coordinator