When I came to Fabric Depot their social media needed a brand overhaul. Their Instagram feed was uninspiring, the images were busy and dark, and the captions were forced and too sales forward. I not only wanted to improve the quality of what was being posted, but I also wanted to curate a collection of aspirational posts that would inspire their followers to create.
Their branding already included #InspirationByTheYard and I wanted to stay true to that sentiment. I wanted to pivot the brand voice to a more natural and authentic tone, harnessing the sewing community's love of puns (SEW funny!) to develop a personal, witty tone that felt more like the brand was sharing secret tips instead of weekly sales.
Immediately, the community noticed the change in Fabric Depot's content, gaining over 1k new followers in the first three months. Posting candid employee portraits and customer stories created an intimate portrait of the FD Family highlighted the diversity of the brands reach—nearly tripling average reach and engagement—and the introduction of styled photography allowed product to sell itself, increasing web traffic to featured items by 25%.