The power of diversity in marketing

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.

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.