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From 0 to 2M Users: Fable’s Creator-First Growth Story

From 0 to 2M Users: Fable’s Creator-First Growth Story

TGTC Content Team 3 min read

In this episode of The Future of Consumer Marketing, Cory Maran shares how Fable evolved from a book club platform to a comprehensive social reading app with 2 million users and 70,000 book clubs. By focusing on measurement, activation metrics, and creator partnerships, Fable has built a sustainable growth engine that cuts through the noise of mega social platforms to create meaningful community engagement around reading.

Topics Discussed:

  • Building and scaling a holistic growth marketing strategy beyond traditional user acquisition
  • Implementing mobile measurement partners (MMPs) to optimize user acquisition costs and targeting
  • Evolving from a pure community-driven growth model to a hybrid approach incorporating paid channels
  • Leveraging creator partnerships to generate authentic content and build engaged reading communities
  • Optimizing for deep product activation metrics instead of surface-level installation metrics
  • Developing technical infrastructure to support sophisticated growth experiments

Lessons For Consumer Marketers:

Optimize Campaigns for Product Activation, Not Just Acquisition

  • Integrated mobile measurement partner (MMP) to optimize ad campaigns for specific in-app events
  • Cut acquisition costs in half by eliminating landing page friction
  • Enabled optimization for events correlated with long-term retention rather than just installs
  • Implemented cross-platform tracking to better understand the user journey

Build Long-Term Creator Partnerships Within Your Niche

  • Focused on deep partnerships with trusted voices in the “BookTok” community
  • Achieved higher conversion rates compared to general lifestyle influencers
  • Created lasting relationships instead of one-off sponsored content
  • Used creator content performance data to inform paid media strategy

Layer Growth Channels Instead of Pivoting Between Them

  • Maintained successful creator partnerships while adding direct response advertising
  • Found creator content performed best in paid campaigns
  • Used paid amplification to surface organic content to new audiences
  • Developed diversified channel mix to reduce platform dependency

Use Community Feedback to Drive Growth Strategy

  • Leveraged constant user feedback through app interface
  • Monitored social channels and App Store reviews for insights
  • Identified highest-value features through user behavior analysis
  • Shaped product development based on community engagement patterns

Transform Technical Infrastructure into Growth Leverage

  • Invested in MMP integration for sophisticated tracking capabilities
  • Built systems to track user journeys across platforms
  • Enabled optimization for deeper activation metrics
  • Created foundation for more sophisticated growth experiments

Think Holistically About User Acquisition and Retention

  • Integrated acquisition, engagement, and lifecycle initiatives
  • Collaborated closely with product and community teams
  • Optimized for long-term user value rather than just acquisition
  • Developed feedback loops between marketing and product development

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Global Admin • 4 min read
How Spot & Tango Achieved Profitability While Many D2C Brands Struggle

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Russell Breuer, Founder and CEO of Spot & Tango. What started as homemade dog food recipes in a New York City studio apartment has evolved into a thriving direct-to-consumer pet wellness brand with a $25 million manufacturing facility. Russell shares how the […]

TGTC Content Team • 4 min read
Natural Products: Breaking the “Doesn’t Work” Barrier

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Philip Freeman, CEO and founder of Murphy’s Naturals, a nationally distributed outdoor products brand that’s cracked the code on natural insect repellent. What started as a garage-based solution for Philip’s mosquito-sensitive wife has grown into a 50+ employee company manufacturing 85% of […]

Global Admin • 3 min read
How Kimberly Breuer Built a Mental Health Platform with 4x Industry-Standard Engagement

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Kimberly Breuer, psychologist and founder of LikeMinded, which recently merged with competitor Nilo Health to become the DACH market leader in B2B mental health solutions. After pivoting from B2C to B2B during the pandemic, Kimberly shares how they’ve built a scalable mental […]

TGTC Content Team • 5 min read
How LAP Coffee Built a Community So Strong, Kanye West Had to Visit

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Ralph Hage, Founder of LAP Coffee (Life Among People). LAP Coffee is revolutionizing the European coffee market by creating a lifestyle brand that merges micro-retail efficiency with community-driven marketing. In Berlin, where McCafe dominates with 70% market share, LAP Coffee is carving […]

TGTC Content Team • 3 min read
How Human-Sounding Emails Beat Branded Ones by 40%

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Ferran Belmonte, VP of Growth Marketing at June. June is revolutionizing the rental market in major US metros by creating a flexible, technology-driven platform that serves students and young professionals seeking mid-to-long-term housing solutions. Through innovative approaches to automation, data-driven testing, and […]

Global Admin • 4 min read
From Restaurant Closure to 1,600 Retail Doors in 3 Years

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Khalil Khamis, CEO of Crafty Ramen. When COVID-19 forced restaurant closures, Crafty Ramen pivoted from a small Canadian restaurant chain to a frozen meal kit phenomenon that caught fire online and now sits on 1,600+ retail shelves across Canada. Their journey from […]

Global Admin • 4 min read
FINN’s Strategy for 50% Organic Traffic in a New Category

In this episode of The Future of Consumer Marketing, Jan Hansen shares how FINN is transforming car ownership through their subscription model. With over 22,000 customers and a team of 300 people, FINN has pioneered a fully digital car subscription service that includes everything from insurance to maintenance. Through their focus on trust-building and customer […]

TGTC Content Team • 2 min read
5 Revenue Channels: How agood company Restructured Marketing

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Henrik Jonsson, CEO of agood company. Henrik shares the brutal reality of marketing sustainable products in a mass market that claims to care about sustainability but refuses to pay premium prices for it. Through painful lessons learned over five years, agood company […]

Global Admin • 4 min read
Luxury D2C Growth: Why Carlisle “Dokk” Knight Rejected Standard Fulfillment

In this episode of The Future of Consumer Marketing, Brett Stapper interviews Carlisle “Dokk” Knight, co-founder and COO of Pura Cashmere, a luxury cashmere clothing brand. From his early days pioneering game streaming technology in the late 90s to building a multi-million dollar bootstrapped D2C fashion brand with his wife, Dokk shares invaluable insights on […]

TGTC Content Team • 4 min read
Reimagining Marketing Teams for AI: João Janes’ 4-Part Model

In this episode of The Future of Consumer Marketing, Brett Stapper interviews João Janes, Global VP of Marketing at Habyt. Habyt is disrupting the housing market by providing flexible living solutions that bridge the gap between short-term Airbnb stays and traditional long-term housing. Operating in over 20 cities worldwide, Habyt has become the leading player […]

TGTC Content Team • 4 min read
1,000 Walmart Stores: The Retail Launch Strategy That Worked

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Terri Rockovich, Co-founder and CEO of Jinx. After scaling Casper’s marketing budget from $30k to $7M monthly as their first marketing hire, Terri applied those hard-won lessons to building Jinx—a premium dog food brand positioned for mass market accessibility. Jinx has successfully […]

TGTC Content Team • 5 min read
Why Ad Campaign “Wear-Out” Is Killing Your Brand Growth

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Andrew Thomas, VP of Marketing at Archer Meat Snacks. Andrew shares how Archer Meat Snacks, the fifth largest meat snack brand in the nation, is disrupting the category dominated by legacy players like Jack Link’s and Slim Jim. Through bold rebranding, strategic […]

TGTC Content Team • 7 min read
Why Therabody Completely Redesigned Their Packaging

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews John Solomon, CMO of Therabody. Therabody has transformed from a single percussion therapy device company (Theragun) into a comprehensive wellness ecosystem spanning performance, recovery, beauty, and everyday wellness. Under John’s leadership, the brand has evolved from targeting elite athletes and weekend warriors […]

Global Admin • 5 min read
Weaponizing Asset Volatility: Timeless’ Retention Secret

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Malte Häusler, Founder and CEO of Timeless Investments. Initially backed by Porsche for a blockchain-based car documentation platform, Timeless pivoted to become an alternative investment marketplace that has raised over €30 million. Their platform enables fractional ownership of high-value collectibles starting at […]

TGTC Content Team • 9 min read
From Music App to E-commerce: Scaling Attention-Based Marketing

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Gilbert Corrales, CEO and Co-Founder of Leaf. Leaf has evolved from a music marketing platform that became the number one music app in Latin America to a performance marketing agency specializing in direct-to-consumer retail brands. Starting with the challenge of helping musicians […]

Global Admin • 4 min read
Why User-Generated Content Crushes Polished Ads

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Hannah Keyser, Vice President of Marketing at Scenthound. Scenthound is disrupting the pet care industry by creating a membership-based model focused on routine hygiene and wellness care for dogs – addressing a gap between traditional grooming (focused on aesthetics) and basic health […]

Global Admin • 4 min read