Milbby is a creative retail brand born in Spain. Think of it as a wonderland for hobby lovers: from fine arts and DIY to kids’ crafts, stationery, yarn, baking tools, scrapbooking… you name it. If it can be made by hand, it’s probably on their shelves.

They describe themselves as “the most creative craft store in Spain”, and visually, they deliver: bright colors, full shelves, in-store workshops and a growing community of makers who know that creativity isn’t just a hobby.

Now they’re in full expansion mode. With stores already open in Portugal and Italy, the next step is crossing into international territory. And we all know what that means: time to speak English.

But not just any English. One that sounds human. And creative. And global. 

No pressure 🙂

Because here’s the thing: translating words isn’t the same as translating meaning. If Milbby wants to connect with a wider audience, it needs a voice that matches its universe.

How a bilingual copywriter can help Milbby go global

Let’s make one thing clear: this is not about translating word for word. It’s about translating identity.

As a bilingual copywriter, my job here goes far beyond flipping a phrase from Spanish to English. I help brands sound like themselves, whether they’re speaking to an artist in Madrid, a teacher in Manchester, or a grandmother who just discovered Pinterest in Milwaukee.

What does that mean in practice?

• Localizing the brand’s tone of voice so it resonates across cultures without losing what makes it unique.
  
• Creating a bilingual voice strategy that works across the UK, US and international markets.
  
• Turning ideas into copy that builds community: from taglines and hero copy to product descriptions, campaigns, playful packaging lines…

And of course, doing all of that while keeping the tone fresh, easy to connect with, and rooted in Milbby’s creative world.

The Real Stars of the Brand? Not the Products

Here’s the insight that unlocks it all: Milbby isn’t the main character. Its users are.

Because no matter how colorful the shelves or how clever the kits, nothing comes to life until someone picks it up and makes it their own.

Milbby doesn’t just sell materials. Milbby empowers people to CREATE. 

That’s the difference. And that’s the story worth telling.

So if we’re going to take Milbby global, let’s start by shifting the spotlight. From product to people. From brand to community.

So here’s my idea…

Big Idea: Milb-by Me

Milbby doesn’t need to be the hero.

The real magic happens when someone makes something with their hands and a little help from Milbby That’s where this idea comes from:

Not “made by Milbby”… but Milb-by [your name].

Because every scarf, every collage, every personalized cake topper has a signature. And it’s not the brand’s…  it’s yours.

This campaign flips the script: it turns users into co-creators, and every project into a chance to say “I made this”.

Global Campaign Claim

This idea lives in both languages, with the same playful twist: using the brand’s own name to hand the spotlight over to the user.

To bring Milb-by Me into the real world (and the feed), I created a multi-channel concept that turns customers into creators. Every piece of content gives the spotlight back to the person behind the project. Because, after all…

Milbby brings the tools, but the one who makes it real is you.

Here’s how the campaign unfolds…

Social Media Video

A short, upbeat video that reinforces the idea:

“It’s not Milbby. It’s you.”

Through a montage of makers painting, sewing, building and personalising, the message is simple but powerful: Milbby doesn’t define the project. You do.

This video works as a hero piece for Instagram, TikTok and YouTube Shorts, adaptable to each platform’s tone and format.

Post Template: “Milb-by [Name]

A branded visual where users can upload a photo of themselves creating, or of their finished work, and proudly add their name in Milbby style: Milb-by Ana. Milb-by David. Milb-by Marta.

It’s personal, simple to customize, and ready to share. Just add the hashtag #MilbByMe, and Milbby does the rest: resharing the best projects and building a feed full of real creativity.

Visual Post: “Hola, creatividad”

Milbby already signs off many of its pieces with “hola, creatividad” (hi, creativity). So I created a typographic post that connects that signature with the people behind it:

Want to see the campaign in Spanish? Check out the full post on my LinkedIn 👉 here. 

Other Creative Activations

If Milb-by Me is the big idea, this is how it shows up in the real world:

From social media to physical stores, each activation is designed to hand the mic (and the paintbrush) over to the users.

Social Campaign (UGC)

Hashtag: #MilbByMe

We invite users to post photos of their creations with the hashtag #MilbByMe and their name as part of the message:

🧶 Milb-by Marta
✂️ Milb-by Sam
🎨 Milb-by Kelvin

Milbby can then reshare these posts across platforms or feature them in newsletters and store displays.

Customisable Packaging

It’s a simple idea with a strong emotional impact: Add a blank space on every Milbby box, tote bag or tag for the user to fill in:

Whether it’s Milb-by Clara or Milb-by Dad, it becomes a gesture of ownership or the perfect personal touch on a handmade gift.

In-Store Pop-Up / Collaborative Mural

A physical space to reflect the digital idea:
Create a mural in selected stores or pop-ups where visitors can add their name under the “Milb-by” banner.

Markers, stickers, or even snapshots of their projects can fill the wall, turning it into a collective artwork, a growing tribute to the Milbby community.

International Spot

A short-format video for web, social and YouTube Ads, shot across several cities: Madrid, London, New York, Tokyo…

Each scene captures a creator mid-project, in their own element.

Milb-by Leo. Milb-by Amina. Milb-by Alex.
“1,000 hobbies. Millions of creators. One Milbby.”

It’s emotional, scalable and full of people who bring the brand to life.

Competitive Advantages of the Milb-by Me Campaign

• Turns customers into storytellers, not just consumers.
  
• Scalable across markets (works just as well in Madrid as it does in Manchester).
  
• Built-in community activation through UGC and shareable formats.
  
• Strengthens emotional connection to the brand without relying on discounts or trends.
  
• Flexible enough to live across social, packaging, retail, and web.
  
• Reinforces brand purpose (creativity = happiness) in a tangible, personal way.
  
• Creates a bilingual, international tone of voice that feels natural in both English and Spanish.

Final Note (a.k.a. My Kind of Conclusion)

At the end of the day, this isn’t about crafts or campaigns. It’s about what happens when a brand steps back and lets people step in.

That’s what Milb-by Me is all about.

Ready to bring this kind of creative thinking to your brand