Gifts that lift you up

Gifts that lift you up

Gifts that lift you up

In 2023, Athleta aimed to create a holiday campaign that would not only resonate with their audience but also drive engagement and sales during the competitive holiday season. The challenge was to develop a campaign that stood out in a crowded marketplace, effectively leveraging various marketing elements.

Client

Athleta

Deliverables

Three-part custom articles and brand lift study

Year

2023

Solution 

Athleta's holiday campaign in 2023 was a comprehensive and multi-faceted approach that combined creative storytelling, shoppable units, homepage takeovers, video ads, and brand lift studies. The campaign aimed to empower women to embrace moments of movement and self-care during the holiday rush. It featured three key narratives, each highlighting Athleta's products and lifestyle.  


Embrace the flow: This part of the campaign focused on the importance of self-care amid the holiday rush. Athleta influencers showcased uplifting gifts and products that promoted balance and well-being.  

Run the winter: Highlighting Athleta's winter-specific products like the Rainier Tight and Flurry, this segment aimed to appeal to active individuals looking for comfort during the colder months.  

Dial up the cool factor: Athleta showcased its versatile activewear, including the Endless Pant, Venice Jogger, and Salutation Stash Tight. Fashion experts provided styling tips to encourage consumers to stay active and stylish during the holidays. 

Results 

  • Hit 392% of the set PV goal 

  • 20% bump in time spent vs. 2022 campaign 

  • 92,000 social engagements 

Solution 

Athleta's holiday campaign in 2023 was a comprehensive and multi-faceted approach that combined creative storytelling, shoppable units, homepage takeovers, video ads, and brand lift studies. The campaign aimed to empower women to embrace moments of movement and self-care during the holiday rush. It featured three key narratives, each highlighting Athleta's products and lifestyle.  


Solution 

Athleta's holiday campaign in 2023 was a comprehensive and multi-faceted approach that combined creative storytelling, shoppable units, homepage takeovers, video ads, and brand lift studies. The campaign aimed to empower women to embrace moments of movement and self-care during the holiday rush. It featured three key narratives, each highlighting Athleta's products and lifestyle.  


Embrace the flow: This part of the campaign focused on the importance of self-care amid the holiday rush. Athleta influencers showcased uplifting gifts and products that promoted balance and well-being.  

Run the winter: Highlighting Athleta's winter-specific products like the Rainier Tight and Flurry, this segment aimed to appeal to active individuals looking for comfort during the colder months.  

Dial up the cool factor: Athleta showcased its versatile activewear, including the Endless Pant, Venice Jogger, and Salutation Stash Tight. Fashion experts provided styling tips to encourage consumers to stay active and stylish during the holidays. 

Results 

  • Hit 392% of the set PV goal 

  • 20% bump in time spent vs. 2022 campaign 

  • 92,000 social engagements 

Takeaways: The campaign was effective due to its strategic incorporation of active living themes that resonated with seasonal interests, such as maintaining health during the festive season and staying fit in colder weather. A key factor in its success was Athleta’s innovative approach, which included real-life examples of product usage in everyday situations, significantly boosting engagement. The campaign skillfully engaged its target demographic, including luxury shoppers, health and fitness enthusiasts, outdoor adventurers and fashion followers. It effectively resonated with a community that values an active lifestyle, demonstrating a strong alignment between Athleta’s messaging and its audience’s interests.