Down the Rabbit Hole

Whimsical in the work. Grounded in who she is. Connected to who she’s for.
Who she is

Mollie Elizabeth is a 23-year-old alternative pop artist from the Cascade mountains outside Seattle, releasing under Capitol. She started on a $12 microphone and broke through on TikTok with ‘Run Rabbit.’

Why Mollie
  • The voice: she sings like it’s 1955.
  • The world: she writes, directs and builds every detail herself.
  • The heart: unfiltered authenticity. She dances with her pain, and invites her community to dance with theirs.
90M+
streams on ‘Run Rabbit’
3.6M
monthly Spotify listeners
863K
TikTok followers
Oct 30
People Pleaser EP + first headline tour
The missionTurn her viral moments into a real, sustainable community: people invested in who she is, what she creates, and why.
1. Who she is
2. The community
3. The House of Whimsy
4. The Housewarming
5. The Guestbook

Down the Rabbit Hole

Whimsical in the work. Grounded in who she is. Connected to who she’s for.
Who she is

Mollie Elizabeth is a 23-year-old alternative pop artist from the Cascade mountains outside Seattle, releasing under Capitol. She started on a $12 microphone and broke through on TikTok with ‘Run Rabbit.’

Why Mollie
  • The voice: she sings like it’s 1955.
  • The world: she writes, directs and builds every detail herself.
  • The heart: unfiltered authenticity. She dances with her pain, and invites her community to dance with theirs.
90M+
streams on ‘Run Rabbit’
3.6M
monthly Spotify listeners
863K
TikTok followers
Oct 30
People Pleaser EP + first headline tour
The missionTurn her viral moments into a real, sustainable community: people invested in who she is, what she creates, and why.
1. Who she is
2. The community
3. The House of Whimsy
4. The Housewarming
5. The Guestbook

Through the Looking Glass

Truly authentic marketing doesn’t just build a fan base. It builds a community.
Reach vs. connection
3.6M
monthly listeners
5.5%
follow her

Discovery works. Connection doesn’t yet.

The goal

Take her viral moments and build a real, sustainable community: like-minded people invested in who she is, what she creates, and why. Connected to her, and she to them. People who show up for her content, music, merch and shows, so she can build a lasting career without sacrificing her artistic integrity.

A fan base
A community
Watches her
Belongs with her
Listens to one song
Invests in her whole story
Fades between drops
Shows up between releases
Connects to her
Connects to each other
A fan base watches her. A community belongs with her.

The House of Whimsy

Step inside, it’s cold!
Six rooms, one for each song on People Pleaser. Six pretty rooms. Six honest songs.

Built from the dollhouse on Mollie’s own website.

2Run Rabbit
3Puppet Show
6Kiss The Ring
Content pillars
Who she is
What she creates
Why it matters
15%Interviewsher story, room by room
new2–4 / monthText & Messagingher words, first person
35%Videothe film, its cuts, her self-tapes
20%Photographyroom editorials and candids
15%Collaborations & Merchartists, illustrators, room prints
15%Community“Show us your room,” fan features, mental health care
One campaign starts it. Six pillars keep it going.
Partnership potentials · via Syn Radio
Nicole Atkins
cabaret duet
Arlo Parks
dream session
Good Kid
TikTok duet
Leon Bridges
stripped cover

The Housewarming

Three months, many ways in
Month 1 · The Keyhole
Oct 13 to Nov 12
  • ✦ Keyhole teasers on TikTok
  • ✦ EP out Oct 30
  • ✦ Halloween night, the front door opens
  • ✦ Text line launches
  • ✦ Tour begins Nov 3
Month 2 · Open House
Nov 13 to Dec 12
  • ✦ The film premieres on YouTube
  • ✦ One room editorial a week on Instagram
  • ✦ Clips on TikTok, Reels and Shorts
Month 3 · Make Yourself at Home
Dec 13 to Jan 12
  • ✦ The fans’ favorite room gets the spotlight
  • ✦ “Show us your room” fan features
  • ✦ Room prints as merch
Halloween week is peak costume and spooky-aesthetic season on TikTok. Her world fits right in.
Many doors, one house
TikTok teaser
YouTube film
Instagram editorial
Text from Mollie
Her shows
Merch prints
Your own room
Viral moments open the door. The house makes them stay.
A room a week · Puppet Show
What an Open House reveal looks like
mollie elizabeth
@doeyedfairie
liked by lace.and.lullabies and 4,812 others
mollie elizabeth
the house is open and i made tea. please sign the guestbook before you leave (or don’t leave. you can stay. i’m a people pleaser) — your name, where you’re writing from, and which room you’d move into xx
View all 1,286 comments
L
lace.and.lullabies
signing from seattle, the staircase room, obviously. i’ve been holding my own strings since 2019
2h · 214 likes · Reply
M
Pinned
mollie elizabeth
the staircase room is yours forever xx
45m · 1,102 likes · Replyby creator
R
rabbithole.resident
london here!! i’d move into the cabaret room immediately and never leave
2h · 187 likes · Reply
T
teacup.witch
the guestbook is giving tea party. signing from nyc <3 see you nov 3
1h · 96 likes · Reply
M
moth.in.the.parlour
berlin!!! please bring the house to berlin
1h · 71 likes · Reply
View 41 more replies
2 hours ago
Y
Sign the guestbook...Post
sample post · concept mockup

The Guestbook

Every guest who signs, comes back.

Every signature is data: cities show tour demand; rooms show which songs connect.

We measure community, not just reach
1
Are listeners becoming followers?
Spotify follow rate 5.5% to 7%
2
Is the house growing?
Instagram toward 350K; TikTok past 1M
3
Are people stepping closer?
Text sign-ups, comments about meaning, show and merch support

Directional targets based on her recent growth; refined after a full account audit.

When something isn’t working
Didn’t see itdiscovery
Saw it, didn’t followconversion
Followed, went quietconnection
Then we A/B test the fix: one change at a time.
1
Weekly: dial up what works
2
Monthly: check in with Mollie
3
90 days: keep, change, cut
Whimsical in the work. Grounded in who she is. Connected to who she’s for.Thank you. Happy to take questions.