Stories come in many forms and varieties. Some stories are factual. Other stories are slightly more fictional. Then there are those who enter the realm of the completely fantastical!
The Irish Fairy Door Company are a prime example of storytelling for business. Since its inception, the Company has spent the past five years spreading joy to children all over the world by encouraging them to share their home with their very own ‘fairy’ housemate.
Children receive weekly email updates from “Queen Kate”, the head of the fairy monarchy within Fairyland, with new instructions and tips on fairy welfare. Regular interaction between the children and their new fairy friend is also encouraged in these messages. In return for their new lodgings, these fairies protect children from nightmares.
This level of detail behind the company’s story shows how storytelling can be such a monumental business tool. But what is the real story behind the magic?
What is their story?
The Irish Fairy Door Company was founded by best friends, Niamh Sherwin Barry and Aoife Lawler in 2013. After receiving a generous start-up loan from Niamh’s mother, using the savings she had built up from giving up smoking, they were ready to begin production.
Before officially launching their flagship fairy door product, a considerable amount of time was spent crafting their now iconic storyline. After a successful social media campaign, they helped relocate over 50 fairies in their first 24 hours. Since that day, they have sold over 500,000 fairy doors worldwide.
Who are the storytellers?
With the help of their 15 employees based in their Dublin headquarters, Niamh and Aoife are the chief storytellers behind the brand. Fuelled by their obvious passion for the brand, which they have worked tirelessly to build from the ground up, they created a loveable narrative which children all over the world are thoroughly enjoying.
From the Fairy Facts to the ‘Rules’ of Fairy Keeping, Niamh and Aoife have taken brand storytelling to a whole new level. They have reached a point where their story is a now vital aspect of their sales strategy. They are not just selling a product, they are now selling a fantasy world for fascinated kids to fall in love with.
The company goes the extra mile to highlight the benefits that come with hosting their own fairy. For parents, they can then get behind the idea and introduce their kids to the magic. These include helping children develop language skills, self-expression, emotional expression. They also provide a medium for children to be recognised for their good behaviour. For parents, this is plus.
It is this connection between the brand and the user which allows The Irish Fairy Door stands out. In our eyes, they are true brand storytellers. They use their trademark storytelling techniques in order to give children something that will last. To give them something which will create precious memories which they can cherish forever.
This reflects the company’s brand values. The tangible link which connects their customers to their core beliefs has helped establish their status as the reputable brand that The Irish Fairy Door Company is today.