Fabletics is an athletic wear e-commerce brand co-founded by Kate Hudson. As Content Marketing Lead for Europe I am crafting the brand strategy and hero content stories that carry the brand messaging of fit and strong women. As such our content experience across all digital properties are leading with human interest stories and successes from our community of inspiring women. With our partner studios, master and brand ambassador programme we are in the known of what is happening in the thriving sports and lifestyle industry.
As Content Marketing Lead I also owned the production of communication assets and video primarily. For Autumn we launched a new brand awareness campaign around women empowerment and finding strength in dance to express yourself. Dance is a very powerful domain to claim for Fabletics. Through a collaboration with Pineapple Dance Studio I directed and produced the short film for an image video, integrated on social, crm newsletters and blog. http://blog.fabletics.co.uk/2016/09/dancing-with-the-pros-meet-fabletics-brand-ambassador-professional-dancer-daisy/
Human interest stories were integrated into our CRM strategy for newsletters. Leading with content and featuring a lot of clickable real estate to drive leads and customers to product pages, generating +30% in revenue and an avg. CTR of over 12%.
