Fabletics

Fabletics is an American online brand and is known for its subscription model. Fabletics is led by Kate Hudson and mainly sells women’s sportswear, commonly referred to as “athleisure.” The company is best known for its e-commerce D2C approach and also has 36 brick-and-mortar stores.

Bay Leaf is engaged with Fabletics as an extension to their digital marketing teams on Paid Social, Programmatic buying and GDN.  Our mandate is to shadow the in-house marketing team leader to leverage Kate Hudson’s celebrity status to acquire VIP customers.

Fabletics
Objective

Objective

Our deliverables range from Social media management, ad operations, budget management, optimization and reporting. The focus is also to explore influencer marketing to accelerate the process of acquiring new customers.

Strategy

Strategy

  • Since our association with Tech Style starting in January 2019, we have helped Fabletics scale ad spends by 40.8 % YoY (year on year) on Facebook alone. With our ad operations efforts, we spent 126 million dollars from January 2019 – to date.
  • In the last year, due to iOS tracking updates, Fabletics restructured their media plan and shifted spending to other potentially efficient platforms like TikTok and Snapchat to offset inefficiency on FB and bring in effective improvements in KPIs across the board.
  •  Similarly, we contributed to scaling ad spend dollars on multiple social platforms like Snapchat, Tiktok, Pinterest, Twitter.
  • Over the years we’ve also helped the larger paid social team at TFG with testing multiple ad building variables through- A/B Split tests for copy, creatives, post type
  • Incremental Lift tests for audiences/ Targeting, etc.
Results

Results

Fabletics scaled their Tiktok ad spends by 822% YoY. On Snapchat Fabletics went from spending $1.6 million in 2020, we scaled the platform to spend 2.3 million from 2021- to the present. From Spending $694,462 in the year 2020 to scaling ad spends to $6.4 million in 2021 – 2022 (Present)

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