Mossline
A Yorkshire knitwear label that stopped posting like a catalogue and started talking like its customers.
+268% reach in twelve weeks
- The brand
- Mossline
- What we did
- Forecast and strategyContent productionCreator casting
- How long
- 12 weeks
- Where
- InstagramTikTokPinterest
Mossline makes jumpers that last a decade, which is great for the planet and terrible for repeat purchases. We built a feed around care, repair and the people who wear them, and the brand finally sounded as warm as its wool.
[01]
The low pressure
Beautiful product, silent feed. Every post was a flat lay on a linen sheet, the comments were empty, and the only people engaging were other knitwear brands. Paid ads were doing all the heavy lifting and getting more expensive every month.
[02]
The hunch we backed
We forecast a rising interest in repair culture, then leaned in hard. A weekly darning series fronted by the founder's dad, wearers sending in ten-year-old jumpers, and a pinned post that answered every sizing question in one go. Ads moved to the posts people were already saving.
On the phone
The posts that did it
Swipe through a handful of the real posts behind the numbers, as they looked on the day they went out.
Darning Sundays, episode 9
Wash it less. Love it longer.
Ten winters old and still going
5.1%
engagement, up from 0.7%
One cardigan, four owners
The read
What the numbers said
+268%
Reach in twelve weeks
5.1%
Average engagement, from 0.7%
31K
New followers
+44%
Revenue from social
| Period | Value |
|---|---|
| W1 | 38K |
| W2 | 41K |
| W3 | 49K |
| W4 | 58K |
| W5 | 66K |
| W6 | 79K |
| W7 | 91K |
| W8 | 104K |
| W9 | 118K |
| W10 | 133K |
| W11 | 149K |
| W12 | 164K |
“We used to whisper about our jumpers. Now our customers do the shouting for us, and they are much better at it.”
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