The Ask
Launch a new line of label printers for small business owners, Etsy sellers, and at-home makers — and make unfamiliar technology feel easy, useful, and approachable.

The Challenge
Zebra is known for enterprise and industrial technology, not creator culture.

The Idea
Instead of focusing on printer specs, focus on the people using them — creators, side hustlers, and small business owners trying to do more themselves.

Execution

• Developed ongoing quarterly content strategy
• Wrote social campaigns across Facebook, Instagram, LinkedIn, and X
• Created educational and participation-driven content
• Simplified technical features into creator-friendly messaging
• Encouraged community sharing through maker showcases and product-use inspiration

Results

• Helped grow Zebra’s small business and maker audience
• Thousands of user-generated maker submissions
• Built sustained engagement across multiple years of content creation