Case Study
Labor of Love.
The Fantasy Box is not a case study in one particular business or creative discipline. It is a six-year accumulation of creativity, collaboration and 18-hour days.
The Story
Six years of building an online business from the ground up.
The Fantasy Box was a crash course in eCommerce, purchasing, website management, fulfillment, marketing, advertising and even franchising. It was an organically grown success that involved a million difficult decisions and led to thousands of rejuvenated relationships.
From designing the logo and conceptualizing more than 80 boxes to creating promotions that increased holiday revenue by more than 500%, I led the creative and marketing work from day one.
The Differentiator
Role Cards
Every business needs a message that separates it from the competition. Our differentiator was Role Cards.
More like short stories than instructions, the cards introduced a date-night concept, established a scenario and put both participants on the same page. They removed awkwardness and anxiety and, most importantly, created anticipation.
Built Through Iteration
Always improving.
We went through at least 15 versions of the website in six years, including changing e-commerce platforms twice. The commitment was always to improve the process, customer experience and technology.
Always Innovating
New products.
More inclusion.
Boxes for same-sex couples, private-sizing lingerie, The Honeymoon Box and Moi boxes kept the offering fresh and helped address seasonal sales slumps.
Creative Without a Budget
Big impact.
No big budget.
With very little marketing capital, creativity was essential. A five-cent door hanger turned hotel hallways into free advertising.
Branding Bullseye
Communication is connection.
Everyone has fantasies. Most people never share them. Our goal was to give couples the tools to communicate.
From the logo and color palette to the copy tone, The Fantasy Box was carefully positioned as safe, fun, welcoming and non-threatening.
Success Story
A lot can happen in six years.
- More than $1 million in yearly revenue after three years
- More than 1,000 affiliates
- Featured on ABC’s The View
- 100% positive coverage across lifestyle publications
- Multi-million-dollar valuation within five years with zero seed investment
We built more than a product. We built better relationships.