$8.5M
Revenue
Holiday campaign total revenue
3.2x
ROAS
Blended across all platforms
120+
Creatives
Total assets produced
+22%
AOV
Average order value increase
Overview
The Brief
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
The Problem
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.
Strategy
The 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
The Outcome
$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.
Deliverables
Gallery
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