Fello
Mental Health App Startup
Fello launched in 2024 to bridge the mental health gap by bringing peer support to the gig economy. With Fello, people can easily get support from someone who’s already experienced what they’re going through—for less than half the cost of therapy.
I joined Fello as a Freelance Creative Director one month after the company launched. The task was to bring their brand book to life, standing up their entire marketing funnel, all while testing and learning to identify market fit.
Organic social
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Content creation
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Direct response
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Brand tone & voice
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Guerilla marketing
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Organic social • Content creation • Direct response • Brand tone & voice • Guerilla marketing •
Organic social
Stood up Fello’s organic social channels with a primary focus on Instagram. Along with creating testing strategies and playbook’s, I concepted, wrote, designed, and edited all of Fello’s organic social content.
1,416,683 impressions
225% increase in followers
686K accounts reached
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Built playbooks for Fello’s social channels. Grew and evolved those playbooks by testing and learning what content resonated with key goals: follower growth and awareness.
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Concepted, wrote, designed, and edited all Instagram content for Fello. Created program to feature highly active Fello’s on social channels, which directly lead to increased check-ins in the app.
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Grew Fello’s community by 225% by posting timely content, engaging with relevant creators in the space, and encouraging engagement through comments and dms.
Paid Ads & Partnerships
Launched Fello’s first wave of paid advertising across Meta. Curated a wide mix of assets including creator UGC, influencer partnerships, and brand-owned ads to define our core audience and establish breakthrough messaging.
Copy: Sheri Hickey - Design: Lindsay Seifi
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
Guerilla Marketing
The brief: raise awareness for Fello across two hypothesized core audience groups: new mothers and people seeking self-help—for less than $1,000.
The idea: Turn highly-engaged Fellos into a nationwide marketing team by giving them free stickers and bookmarks to drop in known, high-traffic areas for both audiences.
Design & copy: Sheri Hickey
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Parenting-focused Fellos dropped stickers in areas that they frequented as new moms: lactation pods, public changing tables, playgrounds, etc.
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We created challenge-specific bookmarks (parenting, relationships, alcohol and drug use) and gave them to Fellos and Fello employees to drop at local bookstores.
Stickers
Stickers were strategically designed to speak to mom in moments when she might need support—when she could use a Fello.
Bookmarks raised awareness for each of Fello’s core topics (parenting, relationships, alcohol and drug use). Fellos and Fello employees placed them in relevant books at local bookstores and libraries. Initiative gained momentum with partners leading to an expansion into clinical offices as a referral method for therapists.
