She’s always had it. We just make it obvious.
A two-phase brand strategy and campaign for Poppy & Peonies to solve low customer trust and satisfaction with a cultural ethos waiting to be named. Arriving just in time for their expansion into the US.
THE STRATEGY
Phase One started inside the company. A 1.7-star customer rating isn't a marketing problem — it's a trust problem. Before any public campaign could work, the brand needed to put the magic back inside its own operation: customer service, quality control, fulfillment. The internal brief had to be solved before the external one could land.
Phase Two named what the brand had always been building toward. The "Poppy Princess" identity gave the customer an identity — not just a product to carry. The brand growth strategy mapped the path from beloved Canadian label to North American cultural institution, anchored by founder Natalie Dusome's origin story and activated through country music's fastest-growing female audience.
THE CAMPAIGN
Magic Inside. is a full 360° campaign platform built around a single insight: a woman carrying a Poppy & Peonies bag isn't just organized — she's the version of herself that has it together. The bag is the product. Grace is what sells it.
The Fairies — five distinct personality archetypes living inside every bag — give the customer five ways to see herself in the brand simultaneously. Artsy. Organized. Beautiful. Motherly. Silly. Together they form a complete person. Separately, every woman watching claims one as her dominant self.
The campaign runs across three formats: a 2–3 minute YouTube brand film (The Portal), a permanent TikTok/Reels social engine (The Transparent Frame), and a UGC community mechanic (#MagicInside) built to start a movement.
