FABLETICS
A SOCIAL MEDIA STRATEGY
GROUP PROJECT | 2 WEEKS | strategy, audience segmentation, competitive analysis, engagement strategy
MY ROLE
Category Research | Secondary Research | Social Listening | Strategic Planning | Creative Concepting | Mockups
THE PROBLEM
In a crowded “athleisure” category, Fabletics has set itself apart by offering a subscription model. We found that there’s a general confusion around how the model works, leading to some (kind of) bad press. Additionally, 75% of Fabletics’ business came from repeat purchasers, customers who understood the service stuck around, but they have trouble getting new customers.
KEY INSIGHT
When it comes to fitness, consumers look to figures that seem to have got fitness figured out. When looking for fitness brands, consumers look for advocacy from within the fitness community.
THE SOLUTION
A social media campaign aimed at activating existing customers, driving engagement, and educating potential customers. Our campaign utilized both celebrity endorsement, and influencers to build an active community of brand advocates.
TARGET AUDIENCE
Demographics
Women (18-45)
Men (18-35)
Middle to Upper Middle Class
Personality Traits:
These men and women love to follow trends, and are looking to get into the athletic/workout scene. They are likely beginners, looking for help buying athletic outfits, and knowing what kind of clothing to use for different kinds of workouts.
They want to get in shape, and they want to look good doing it.
Creative Executions
Our executions will find our audience on Facebook, Twitter, Instagram, TikTok, YouTube, and a new social platform, HouseParty.
WORK WITH FABLETICS
Sponsored posts across social media will ask users to upload videos of their favorite at-home workouts with the hashtag #WorkWithFabletics for a chance to win a workout with Khloe Kardashian and Kevin hart.
This campaign would span across Facebook, Twitter, Instagram, and TikTok.
We wanted to continue with Fabletics’ use of celebrity endorsements, and we had a perfect opportunity to continue work with Kevin Hart, who recently helped with the launch of Fabletics Men.
Influencer campaign
We wanted to get ahead of the confusing blog headlines and negative press by employing influencers to create an educational campaign highlighting the subscription service, and its benefits.
Utilizing influencers will allow us to connect with wider audiences of varying sizes and niches, giving Fabletics the opportunity to market other aspects of their business, like Fabletcs maternity athletic wear, plus size clothing, and Fabletics Men. This will create higher brand advocacy with these groups, and convert customers to Fabletics’ subscription service.
Houseparty group workouts
Keeping with the general theme of COVID-19, we thought we would utilize an up-and-coming social platform to build more intimate relationships with our audience. HouseParty is a platform that allows small-group video call rooms. Fabletics will work with fitness influencers to put on remote workout classes via HouseParty.
