Moomin CharactersSuccessfully launching an iconic brand online

For decades, Moomin has been one of the world’s most loved characters. Yet online the brand was practically invisible. To change that, Moomin and their agency Motley asked us to help market a beautiful new site developed to create a coherent Moomin experience for fans worldwide.


The author of the Moomin series, Tove Jansson, and the stories themselves provided a wealth of material. The challenge was to create content that would engage old fans, yet appeal to people unfamiliar with Moomin and Tove, too.


We created a varied editorial schedule of stories, which showcased not just the characters and their author but also the culture, country and society that influenced Tove Jansson’s writing. We then promoted the stories on a wide variety of channels and in a wide variety of ways.


The site went from 200 visitors a day to 3000 visitors a day and our most popular story was read by over 60 000 people from all over the world, hitting the front page of the social news site, Reddit. In three months, the blog reached over 270 000 people. Moomin now has a great place online for a thriving community of fans, new and old alike.

What they said

Ink Tank Media’s content marketing expertise was invaluable in helping us launch and giving our e-commerce a boost. If you’re a company looking to spread your message in a way that excites people, I heartily recommend Ink Tank Media.

Jonas Forth Head of Digital, Moomin Characters

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