My Role

• Presented the strategy internally and supported launch across Fabletics’ social channels.

• Developed the social strategy to re-engage customers after the initial collection launch.

• Identified a seasonal opportunity to reposition key products through a Halloween-themed campaign.

• Collaborated with the creative team on campaign execution and social content.

The Challenge

Several pieces from the October collection were underperforming three weeks after launch. With Halloween approaching, I identified an opportunity to reposition the collection through a culturally relevant social campaign.

The Idea

I developed a Halloween-themed TikTok strategy that reframed the collection’s fashion-forward pieces as aspirational costumes. Although unconventional, the campaign tapped into seasonal behavior and expanded how customers perceived the collection.

The Outcome

26K+

TikTok Views

2,500

Dresses Sold

Sold Out

Collection by the end of the week

Campaign Assets

Vanessa Hudgens Social Campaign Imagery