Fabletics is the athletic line by Kate Hudson. The following images are screenshots I took because I was really excited about the ad I had seen quite some time ago. The bottom right screenshot was the first one I had seen and then one day I went back and was checking out their Instagram feed to see if there were more like I had seen.
What really caught my attention was the body variety that had been chosen and included in the advertisement. I thought in comparison to the fitness images that normally come across my Instagram, I was caught off guard and I just stared at it for a moment. I think this kind of inclusivity is so important, especially in fitness, because the goal is for people to be healthy and not just a specific body type. I liked it because it made me feel incredibly happy to see Hudson’s company take this route in its advertising.
I think it is incredibly engaging, from getting a wider variety of women being represented, to asking for actual engagement. The top left screenshot was the result of contest, and I loved how the company put up their picture to put some every-day women in the spotlight. I think if I were actually participating with the hashtags and sharing content along with the others, I would probably feel part of the brand. But I will not lie, I felt more connected with the brand the moment I saw the girls in the ad.
If you read the captions of the photos you’ll notice until they get to #FableticsSquad they didn’t have any consistent message or hashtags the users could use. I think their ads and this campaign would have been more powerful if they used one continuous hashtag with all of them. Even though these visuals are very strong, I think the message needs to be there in the text. Hashtags are a great way for your brands fans and followers to come together and see each others content. It builds community. I have seen other fitness accounts be very effective in building brand relations and community through the use of a good message via a hashtag.
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