Fable x Reese’s Book Club
Driving Holiday Joy Through Strategic Partnership
Fable joined forces with Reese’s Book Club to spread holiday cheer and literary delight. Through a collaborative effort, the two brands embarked on a strategic partnership during the November to December holiday season in 2023, aiming to boost brand visibility, drive product sales, and captivate a wider audience.
Campaign Overview:
The partnership between Fable and Reese’s Book Club comprised various components designed to maximize brand exposure and engagement:
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Gift of Reading Box Campaign
Fable featured prominently in Reese’s Book Club's November and December Holiday Gift of Reading Boxes. Each box included a signature Fable Mug and insert with an exclusive discount code, enticing recipients to explore Fable's offerings.
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Co-Branded Newsletter
Reese’s Book Club curated a co-branded newsletter showcasing Fable's dinnerware products and its inclusion in the Holiday Gift of Reading Box, leveraging the club's extensive subscriber base to amplify Fable's reach.
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In-Feed Post on Reese’s Book Club's Instagram
A dedicated in-feed post on Reese’s Book Club's Instagram profile highlighted Fable’s dinnerware products, garnering significant attention and engagement. Additionally, the post was reposted multiple times to stories, prolonging its visibility.
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Paid Media
The campaign was further bolstered through paid media efforts, reaching a substantial audience of 8.1 million impressions, ensuring broad exposure for Fable's offerings.
Results Achieved
The collaborative efforts between Fable and Reese’s Book Club yielded impressive outcomes, including:
Social features (in-feed + stories)
86x
Organic social reach
6.6M
Newsletter impressions
Paid impressions
2.M
2.5M
In-feed organic social reach
5M
Instagram social reach
1.5M
Clicks across emails
Boxes sold
1,816
23K