THE POWER OF DIVERSITY IN MARKETING

The brand

Fabletics is part of the TechStyle group, where ultimately, all advertising is measured on a performance basis. Every piece of content is optimized around CPA, and budgets are distributed in real-time based on LTV data from their proprietary analytics system. This approach to marketing made them one of the first digital fashion companies ever to achieve a $1B valuation.

The details

Because they empower internal teams to focus on marketing that drives business results, Fabletics established themselves as a leader in the athleisure industry early on. But over time, they found that sustaining that rate of growth without sacrificing performance became increasingly challenging.

TubeScience approached this problem in a couple ways. First, we conducted historical analysis and market research to identify potentially underserved audiences. We produced original videos that were diverse across casting, messaging and visuals to reach women of dozens of different personas. Second, we rapidly and continuously iterated on them so that Fabletics' content remained fresh and engaging despite high spending levels.

Deliverables

2,150

Original videos

16

New audiences

3

Channels

7

Countries

The results

(Q1 2020 Growth on Facebook)

11%

Decrease in CAC

47%

Increase in marketing budget

67%

Increase in subscribers

"When we first started working with TubeScience, I wondered how they were consistently delivering results with a billing model where we don't pay them if their ads don't work... then I toured their studios, which are massive by the way, and saw that they had people like behavioral scientists, PHDs and market research analysts on set and it made much more sense. This data-driven approach to production is what every branded-performance marketer needs."

Aubrie Richey

VP, Media & Paid Acquisition, Social & Influencers at Fabletics


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