Fairy Tailors | Social Media Campaign Succes Stories & Case Studies [EN / US] Clients: AladinE, AlCafetero, Lee & Wrangler, TV Nova, HET. For more details don't hesitate to contact us directly by e-mail info@fairytailors.cz or via contact form on our website www.fairytailors.cz !

1. [EN / US]

2. Who are we?
„We are Fairy Tailors. We sew brands‘ stories
that arouse interest, evoke emotions, and
become an unique experience. All of that on
social media which we just love.”

3. What can we do?
Light bulb moments

4. How do we think?
What?

5. What do we follow?
values

6. What did we accomplish?
Keep on browsing!

8. Strategy / Communication
AladinE is a French premium brand producing creative products for kids
and adults, which are characterized by high quality and high added value.
Our goal was to define a brand‘s communication strategy on social media
in accordance to the brand archetype, key atributes, and product portfolio.
The main topic of the brand‘s communication is modern education; education
of parents who "enjoy being parents"; collaboration with experts at the field of
special education; support and motivation for everyone who wants
to create and inspire others.
Almost 50% of customers who made a purchase at the e-shop (direct or assisted
conversion) pursuant to Facebook communication were new customers. In just
2 months of our work Facebook became the third most powerful tool that had
been generating more than 20% of e-shop turnover in a given period of time.
Within 3 months of collaboration we increased conversions by more than 200%.
*) We did not use any kind of paid advertising during the campaign (Facebook Ads).
Results
Brief
ROI
318 % after 2 months from the beginning of the FB campaign.
414 % after 3 months from the beginning of the FB campaign.

9. Idea
Strategy

10. Strategy
Archetype
Ruler
Creator
Innocent
Sage
Explorer
HeroSage
Jester
Outlaw
Everyman
Lover
Caregiver
Change Order
Social
Ego

11. Creator
„If you can imagine it, you can also do it.”
To create something of enduring value.
To materialize a personal vision.
Dreams, fantasies, flashes of inspiration.
1) Creativity and resourcefulness in imitation.
2) Fulfilling a personal vision.
3) Creating works that affect others, culture, and society.
Strategy
Archetype
Motto
Core desire
Challenge
Stages
Call

12. Strategy
The Creator is inherently unconventional, does not try to fit in, but to
express himself.
The Creator moves wherever creative projects are born.
The Creator brings innovations - new products, production processes,
new approaches to marketing.
The Creator is usually not tolerant of sloppy mass production and a lack
of creativity and quality.
The Creator uses things not to impress, but to express himself.
The Creator in each of us is also attracted by other people's artwork.
It can be not just a picture in a gallery, but also a well-designed product.
The Creator - as an artist - paints a picture that reflects his soul.
The Creator - as an entrepreneur - does business in his own way and
often has no idea how to do it.
The Creator - as an innovator at any field - is turning his back on the
traditional concept and uses his unique ability to see the world
differently.
Character

13. Communication

14. Communication

15. Communication

16. Communication

17. Communication

18. Communication

19. Communication

20. Communication

21. Communication

23. Strategy
1. Activate an existing fan base and turn over the guest ratio from
70:30 (current vs. new) to 30:70 (current vs. new).
2. Create a communication language that differs from a
competition.
3. Event management (connect on-line and off-line events).
Promote events and make sure there‘s a lot of people there.
1. We based the coffeehouse communication concept
on the character of Charles The Coffeeman who has a genuinely
unique and inimitable style of communication and personality.
2. We created a concept of events, that, thanks to FB
communication and newsletters (The Coffeman Gratifier), have
been sold out regularly.
Brief
Solution

24. Communication

25. Communication

26. Communication

27. Communication

28. Communication

29. Communication

31. Strategy
1. Introduce the LEE brand and its products to younger target group
(18 - 35 years).
2. Bring customers to LEE Original Stores and other LEE shops.
3. Promote a new collection, offline campaigns and LEE
presentation at Prague design and fashion week Designblok.
1. Demographics of all Facebook users and visitors corresponded
with the desired aim to attract the younger target group
(See Pic no. 1).
2. We addressed a total of 893,608 users by our communication on
Facebook.
3. More than 75% of users we had been speaking to on behalf of the
LEE brand were 18 – 35 years old.
4. Each picture we published on FB profile was viewed by 2,500
users on average.
Brief
Results

32. Insights
Picture 1: Facebook fans age structure.
Picture 2: Age structure of those Facebook users, who were shown at least one post by LEE FB page.

33. Communication

34. Communication

35. Communication

36. Newsletter

38. Strategy
1. Partial content production for selected Facebook profiles of
Nova TV group with following objectives to improve:
– Organic reach
– Engagement
– Total number of Likes
– Total number of Comments and Shares
2. Communication "before" / "after" analysis, reporting and
generating recommendations for further improvement.
Brief

39. Output
FAN BASE *)
1. Number of Facebook fans was increased by 3,5 %.
2. The average weekly increase was 1.327 fans.
TOTAL ORGANIC REACH (not-paid) *)
1. Total Reach was increased by 12%.
2. Posts published on the Facebook profile TN.cz during the reporting period
were viewed on average by 183,000 more visitors / week than during the
previous period.
ENGAGEMENT and USERS ACTIVITY *)
1. Engagement was increased by 0,4 %.
2. Number of active (engaged) users was increased during the reporting
period by 31,026 users / week on average compared to the previous
period.
*) We did not use any kind of paid advertising during the campaign (Facebook Ads)
Total Reach = The number of people who viewed any activity of the Page including Page
posts, posts to the Page by other people, Page ads, mentions and check-ins.
People engaged = The unique number of people who liked, commented, shared or clicked the
Page posts.
Results

40. Communication

41. Communication

42. Communication

43. Communication

44. • Summary statistics and monitored factors on selected Pages for 10/2014.
Analysis

45. • Content distribution in relation to the number of reactions to the posts.
Analysis

46. Analysis
1. Reach and Engagement is highest on Thursday between 10AM and 8PM.
2. Posts are most commented 2 hours after being published.
3. Average post lifetime is 9 hours and 45 minutes.

47. Analysis
1. Link posts are the most common form of content on TN.cz profile.
2. Engagement caused by this type of content (Link posts) is very low.
3. The most efficient way to improve engagement is posting pictures.
4. Communication lacks any video content that would be hosted directly on
Facebook.

48. Analysis
1. Geographical distribution of fans
2. The number of fans‘ reactions to content

50. Quick overview
Creation of a brand communication strategy on social media in accordance to product portfolio, archetype and
key attributes.
Promotion of a customer contest with 22 tablets worth 200.000 CZK as a prize.
1) 19.219 contestants attended our contest. Each of them bought at least one HET paint tin.
We reached over 150.000 Czech Facebook users with Facebook Ads. More than 1.200 of them visited a contest
web page after that.
2) We extended the contest on client‘s request and created a photocontest (while using a tailor made Facebook
App) with 4 hi-tech smartphones with top cameras as a prize.
3) Our targets during the contest:
– To get user-generated content from contestants (pictures of how they used the paint in the most
creative way)
– To obtain new fans thanks to increased activity and engagement of current fans
– To find new brand ambassadors of HET
4) During 7 weeks of the photocontest we reached more than 277.000 Facebook users with Facebook Ads.
– 1.585 of them visited our app
– 13.538 voted for one of 36 competing pictures
5) During 7 months of our communication we bulit a community of 2.299 active fans of HET.
Results
Brief

51. Insight
1) I‘m painting because I have to (dirty walls, just moved in)
2) I‘m painting because I‘m creative
3) I‘m painting because I have a specific problem (blight, stains)
4) I need a custom paint for my mason (facade paint, plaster, special paint)
To create an interactive page/place for current and new HET customers to
find and share inspiration and knowledge and discuss different
possibilities of using their paints.
Customer
segmentation
Challenge

52. Why
Idea
• To emphasize Creator as HET‘s archetype.
• To inspire others. Painting is not just a job that must be done. It can be
fun and an opportunity to beautify your house/flat.
• To get user-generated content that we would not be able to create
ourselves.
• To engage people, call them to action and get new fans, customers and
brand ambassadors, who will promote HET.
• A common contestant is not someone who just puts white paint on his
walls, but a creative person that combines different shades and makes
sure that paint works with furniture. It‘s someone who wants to share his
work and maybe show off a little.
For whom

53. Strategy
Archetype
Ruler
Creator
Innocent
Sage
Explorer
HeroSage
Jester
Outlaw
Everyman
Lover
Caregiver
Change Order
Social
Ego

54. Creator
„If you can imagine it, you can also do it.”
To create something of enduring value.
To materialize a personal vision.
Dreams, fantasies, flashes of inspiration.
1) Creativity and resourcefulness in imitation.
2) Fulfilling a personal vision.
3) Creating works that affect others, culture, and society.
Strategy
Archetype
Motto
Core desire
Challenge
Stages
Call

55. Strategy
The Creator is inherently unconventional, does not try to fit in, but to
express himself.
The Creator moves wherever creative projects are born.
The Creator brings innovations - new products, production processes,
new approaches to marketing.
The Creator is usually not tolerant of sloppy mass production and a lack
of creativity and quality.
The Creator uses things not to impress, but to express himself.
The Creator in each of us is also attracted by other people's artwork.
It can be not just a picture in a gallery, but also a well-designed product.
The Creator - as an artist - paints a picture that reflects his soul.
The Creator - as an entrepreneur - does business in his own way and
often has no idea how to do it.
The Creator - as an innovator at any field - is turning his back on the
traditional concept and uses his unique ability to see the world
differently.
Character

56. Communication

57. Photo-contest

58. Facebook Ads
CONSUMER COMPETITION SUPPORT

59. *) DESKTOP Ads reached 2,8% CTR.
Facebook Ads
PHOTO CONTEST - A/B TEST

60. Facebook Ads
PHOTO CONTEST - A/B TEST
*) DESKTOP Ads reached 6,9% CTR.

61. *) MOBILE Ads reached 10,6% CTR.
Facebook Ads
PHOTO CONTEST - A/B TEST

62. *) DESKTOP RETARGETING Ads reached 25% CTR.
Facebook Ads
PHOTO CONTEST - A/B TEST

63. Competition photo
BRAND AMBASSADORS

64. Competition photo
BRAND AMBASSADORS

65. Competition photo
BRAND AMBASSADORS

66. Competition photo
BRAND AMBASSADORS

67. Enjoyed it?
Let us know!
www.fairytailors.cz
info@fairytailors.cz
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@FairyTailors