Fabletics digital brand management and content
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.
Newsletters have been a well-performing vehicle for Fabletics so my team has leveraged this by integrating influencer stories and scrollable content in our weekly newsletters.
Governing the production by briefing creatives, briefing influencers and enabling my team of 4 Content Managers (UK, GER, FR, ES) to manage the content in their local markets.
Leading with content and featuring a lot of clickable real estate helped drive leads and customers to product pages, generating +30% in revenue and an avg. CTR of over 12%.
Social media channels such as Pinterest have a really positive impact on SEO and improving organic ranking. For Christmas we launched a Pinterest campaign. Users were asked to pin their favourite products and the winner would receive £100 as a gift-voucher towards their wishlist. Hosted and designed with content management tool Offerpop.