Flossstuff

Adopting a traditional Scandinavian design philosophy, Flossstuff is a children’s brand that brings functional simplicity to kids and parents with a love of the outdoors. Born with their iconic Først Backpack, Flossstuff was created as a response to the founder’s dissatisfaction with the regular messenger-style nappy bags and over-branded backpacks available while their two small children were growing up. Flossstuff provides a backpack that’s not only perfect for kids, but teenagers and adults, too.

As a start-up brand, Flossstuff was struggling to establish a social media presence and carve out a space in the market to build a community and showcase their products. Compounding this, they suffered from a limited pool of creatives, and a small online follower base.

With founders restricted by the amount of time they could commit to this area of the business, and in need of a dedicated team with the time and resources to build an organic social presence, they came to Climb Online to inject creativity into the social media side of the brand.

Flossstuff’s primary objectives were as follows: to grow their following on Instagram and Facebook, to increase engagement within their social community, and finally, to infuse creativity into their posts, stories and feed.

We began with a structured face-to-face meeting with the Flossstuff founders, allowing us to gain a deeper understanding of where they currently were, and their core objectives. From here, we set out to build the strategy.

Carrying out a comprehensive competitor analysis, we were able to understand how other brands positioned themselves within their markets from both a creative and social engagement point of view – this allowed us to ensure we positioned Flossstuff uniquely, and nurtured an identity of their own so that they could carve out their own space within the market.

Upon taking over their social accounts, we found rather small communities with many irrelevant followers that did not fit their target audience. Given this, our focus was on creating content that would appeal to parents with an interest in the outdoors and family adventures. This would ensure their social accounts began building more engagement with posts and stories, and begin nurturing a real, active community around the brand. Supplementing this, we implemented a hashtag strategy for every post, ensuring Flossstuff would gain higher visibility amongst their target audience.

Up until working with Climb Online, Flossstuff had relied solely on lifestyle images to populate their feed. While this was valuable, we felt it was important to find a balance and develop creative assets that also showcased the features of their backpacks, and those which could be leveraged with key dates and seasonalities throughout the year. With this in mind, we developed a monthly content calendar which would highlight key dates, and used a variety of post styles including lifestyle images, reels, product shots and interactive stories, bringing the brand’s social feeds to life.