How This Dinnerware Brand Grew Through Influencer Gifting
Shopify Masters · with Joe Parenteau · February 2, 2021 · 49 min
Summary
Fable's founder, Joe Parenteau, shares his journey of building a sustainable dinnerware brand with a unique city-by-city launch strategy. The episode deep-dives into their highly effective influencer gifting program, explaining how it drove brand awareness and sales. E-commerce operators will learn actionable strategies for targeted marketing, leveraging social proof, and building a values-driven brand.
Key takeaways
Implement a phased, city-by-city launch strategy to concentrate marketing efforts and mitigate risk for physical products.
Develop a targeted influencer gifting program by identifying micro and macro influencers relevant to your niche (e.g., home decor, lifestyle).
Leverage influencer and user-generated content to build social proof and trust, especially for new brands.
Prioritize ethical sourcing and sustainable practices to resonate with conscious consumers and differentiate your brand.
Measure the ROI of influencer campaigns beyond immediate sales, considering brand awareness and long-term customer acquisition costs.
In this episode of Shopify Masters, Joe Parenteau, the creator of Fable, an ethical and sustainable dinnerware company, shares with us his marketing strategy of launching in one city at a time, and the importance of influencer gifting.
