Fabletics Holiday Creative Blitz
Overview
Led the creative strategy and production for Fabletics' biggest Q4 campaign, spanning Black Friday, Cyber Monday, and holiday gifting across Meta, TikTok, Pinterest, and Google.
Challenge
Q4 CPMs spike 40-60% across platforms. Fabletics needed a creative strategy that could maintain profitability despite increased competition and costs, while standing out in crowded holiday feeds.
Approach
Developed a "creative surplus" strategy—producing 120+ assets in advance so we could outpace fatigue. Segmented creative by audience (new vs returning, gift-giver vs self-purchaser). Used dynamic creative optimization to auto-assemble winning combinations.
Results
$8.5M in holiday revenue with 3.2x blended ROAS—exceeding targets by 40%. AOV increased 22% through strategic bundling creative. The creative surplus approach became the Q4 template.
