ATHLETA
To leverage the "Power of She" brand ethos across all social marketing to defend market share, drive top-of-mind relevance, and expand Athleta's audience reach.
We transformed Athleta's social media presence by driving a new content strategy rooted in social relevance. The initiative generated hundreds of engaging assets and multiple organic viral hits, achieving this widespread reach with a zero-dollar paid media budget. This approach successfully bridged generational appeal, cultivating a new, younger fanbase while fully retaining the established core customer base.
Results:
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Organic Growth: Achieved multiple viral hits and significant impression share.
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Audience Expansion: Attracted and engaged a key, younger demographic.
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Loyalty Sustained: Maintained 100% engagement from the core customer base.
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Mission Accomplished: Strengthened brand relevance and defended category ranking.
The Challenge:
Drive awareness and excitement for the timely launch of Athleta's Lilac collection, aligning it with the Mother's Day gifting season.
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The Solution:
Conceptualized and executed an exclusive IRL influencer event in collaboration with the Athleta brand and Kelsey Heenan. We curated a day of yoga and wellness, transforming the product launch into an immersive brand experience. This provided influencers with authentic content opportunities to organically showcase the Lilac line to their audiences.
