FAIRPHONE - CASE STUDY
A comprehensive content strategy developed as part of my advanced certification in content marketing, demonstrating a mastery of modern strategic frameworks.
DESCRIPTION:
Fairphone challenges the electronics industry status quo by creating ethically-produced, modular smartphones built with fair-traded materials.
Mission: produce sustainable devices, influence the industry, and drive positive change.
CHALLENGE:
Develop a comprehensive content strategy to increase brand awareness whilst addressing current issues (low market recognition, concerns about price-performance ratio and limited model selection.)
MY APPROACH:
1) The present - Status Quo
Establish unique value propositions (a modular, easily repairable smartphone built with fair-traded, conflict-free materials) and market challenges.
Content Audit: analysis of key performance indicators to establish potential for growth despite challenges.
2) The future - Strategy goals
Analysis of deficiencies, identification of opportunities in current content strategy; new re-focused strategy, SMART definition of its goals to be able to track progress and measure effectiveness of strategy.
3) User and market research
Target audience analysis and market trends to identify current and potential new users.
Design of personas for a primary and secondary target group.
4) Plan and production
Content plan based on chosen content model (HERO-HUB-HELP): content themes, content typologies (POSE model), precise content definition according to platforms, calendar.
RESULT:
A comprehensive, data-informed content strategy designed to increase brand awareness and market share. The strategy provides a detailed execution plan, including a content calendar and KPI framework, to tap into the brand's unexploited potential and address key market challenges.
Key Takeaways: In this project, I acted as the lead strategist, responsible for the entire process from initial research to the final execution plan.
The key learning was that for a mission-driven brand like Fairphone, a successful content strategy must perfectly balance emotional, values-based storytelling with a clear, data-driven plan to overcome market challenges like for example price perception.
Status Quo
Deep dive into Fairphone to understand values and mission, technicality and unique value propositions of their products, current brand awareness and engagement with the brand.
Image credit: Fairphone
I used accessible information sources provided by Fairphone, as well as reports from analysis companies, collecting data from statistic governmental agencies and online tool such as Google Trends and Answer The Public.
Device Ownership Among German Youth - 2024
A selection of KPIs from the KPIs Circle 2021-2023 will be used as the basis for the content strategy.
The analysis reveals both encouraging trends and opportunities for improvement.
Strategy goals
The chosen KPIs
- current market share
- units sold
- target monthly searches
will give the goals of the content strategy: development of emotionally resonant storytelling that communicates Fairphone's unique value proposition while addressing the key challenges of price-performance perception and limited product range.
The goals were defined with the SMART methodology as frame to follow progress.
Image credit: Fairphone
Audience
Using reports made available from Fairphone and statistics compiled by data institutions I gained insights into the current users' gains and pains in purchasing the phone.
Image credit: Fairphone
Pairing this up with an analysis of market trends and changes in values across generations gave me the chance to identify themes to leverage in terms of strategic content to reach potential users who haven't been addressed yet.
PERSONAS OF POTENTIAL NEW USERS
Result
The strategy derives directly from the overarching goal, the defined target audiences, and the identified challenges.
(Model HERO-HUB-HELP)
Image credit: Fairphone
Goal:
Increase market awareness among key audiences
Target Groups:
Primary:
Gen Z & Millennials
Secondary:
Family members, relatives,
and young parents
Content Opportunities:
- To create attention-grabbing, interactive content that encourages sharing
- Missed opportunities on platforms favored by younger audiences
- Content lacks emotional impact and virality potential
- Instagram and X need to be more fun and dynamic (e.g., through video)
- To repurpose HERO content across multiple platforms to maximize reach
MEASURES FOR MORE REACH (SELECTION)
Podcast series
on sustainability in the tech industry
POSE
Owned / Shared
PHASE
Hero
METRICS
Streams, Unique listeners, Listening duration
FREQUENCY
1–2 times per month
Video games
to appeal to younger generations
POSE
Owned
PHASE
Hero
METRICS
Unique users, Time spent, Referrals
FREQUENCY
Depending on effort
Inbound content
white papers, newsletters, data visualizations, reports
POSE
Owned
PHASE
Hero
METRICS
Views, Downloads, Backlinks, Page views
FREQUENCY
1× per month (rotating topics)
Collaborations / PR with NGOs or environmental organizations.
POSE
Owned / Earned
PHASE
Hub
METRICS
Website visitors
FREQUENCY
4 x year
Intensify social media presence that reaches younger generations
POSE
Owned
PHASE
Hub
METRICS
Likes, Comments, Shares, Followers
FREQUENCY
2× per week
Request and share user-generated content (e.g., via competitions)
POSE
Shared
PHASE
Help
METRICS
Search volume
FREQUENCY
Whenever content is relevant
Strategic Evolution: A Perspective from June 2025
Since the initial strategy was developed in late 2024, two key trends have accelerated: the mainstreaming of generative AI and a palpable increase in climate anxiety and anti-consumerist sentiment among Gen Z.
(Latest: Fairphone underwent a visual re-style and the new model came out in June 2025.)
Image credit: Fairphone
Food for thought:
The trends present a powerful opportunity for Fairphone to evolve its positioning: from an ethical choice to the status symbol for a conscious "last" generation that actively practices recycling, upcycling, and advocates against mindless consumption.
An updated strategy would aim to build a brand with a cult-like following, creating deep emotional loyalty that transcends technical specifications.
Furthermore, addressing the controversial climate impact of AI presents a unique leadership opportunity. Fairphone could act as a bridge to the AI industry, initiating a constructive dialogue around energy consumption and sustainable solutions.