Fable & Bear

As a one-woman team, Fable & Bear’s founder was juggling everything from product design to wholesale orders while also trying to manage social media. Despite having a unique product range and strong trade show presence, online growth and Shopify sales were inconsistent. Posts were sporadic, video content was minimal, and their social channels weren’t optimised to convert interest into sales. With upcoming launches such as the Lion and Hello Deer jumpers and key trade events like INDX and the Great Yorkshire Show, there was a clear need for professional support to build visibility, grow engagement, and increase online sales.

Our Strategy:
We set out to transform Fable & Bear’s digital presence into a sales-driving, community-focused platform. Key actions included:

• Reels-first approach – focusing on short-form video content with strong hooks that played into Instagram’s algorithm.
• Content collaboration – providing direction for raw video and photography, then editing into polished reels, carousels, and ads.
• Ad campaigns – targeted Facebook and Instagram ads to boost sales of best-selling animal jumpers and later amplify seasonal promotions such as the summer sale.
• Shopify integration – connecting Instagram Shop to Shopify, ensuring a seamless journey from browsing to checkout.
• Narrative building – highlighting product details customers loved most (gender-neutral appeal, durability, and the “double wow” effect of animal backs) to create storytelling-led campaigns.

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The results were transformative:

• Instagram Reach: Over 20,800 accounts reached, a rise of +585% among non-followers, showing significant discovery beyond the existing audience
• Engagement: Reels generated the highest interactions, with engagement levels rising by more than 160% among followers and +256% among non-followers
• Analytics (Block Six)
• Shopify Sales: Online sales steadily increased, with three times the usual number of weekly orders following social campaigns. A summer sale ad drove not only direct customer purchases but also a surge in wholesale orders — with up to seven new wholesale accounts ordering in one weekend
• Facebook Growth: Reach on Facebook soared to 14,600, a jump of +4,800%, while page followers increased by 66.7%
• Brand Visibility: Social campaigns supported wholesale success at INDX, boosted awareness ahead of the Great Yorkshire Show, and maximised PR moments such as celebrity exposure when Fable & Bear was spotted on Aston Merrygold’s child.

With structured support, Fable & Bear grew from an overwhelmed one-woman operation into a brand with a thriving online presence, a loyal following, and rising Shopify sales. By combining creative storytelling with data-driven strategy, we laid the foundation for sustained growth — both online and in wholesale markets.

"I’ve been so happy with the posts – there have been way more comments and DMs than normal! The ad campaign around the animal jumpers has been amazing, and I’ve had such an influx of wholesale orders – seven shops in one weekend. It’s exciting to see the brand reach new people, from local markets right through to customers in San Francisco and New Zealand. Having support on the social media side has taken a huge weight off – I can concentrate on designing and running the business, knowing it’s working in the background and actually driving sales. I wouldn’t have been able to get to this point without that help, and I really appreciate it." - Helen, Founder of Fable & Bear